In 2021, General Motors introduced the “EVerybody In'' campaign, inviting brands and companies to start transitioning into an electric future. Since then, EV adoption has increased, but according to Reuters, less than 1% of cars in circulation in 2022 were electric. We needed to find ways to change minds fast and normalize EVs everywhere. Enter Netflix. With one of the largest growing libraries of stories, accessible to over 200M households around the world, Netflix has incredible capacity to spread new ideas and be a force for good. Stranger Things catapulted Kate Bush's 80's hit, Running Up That Hill, to the top of the charts again, and thanks to The Queen's Gambit, chess set sales rose 87%. And those are just a few of the ways the streamer has directly impacted culture. So why wouldn’t it work for EVs? Together, Netflix and GM teamed up to give more screen time to EVs, kicking off an unpaid partnership to turn every Netflix show into a platform to make EVs more popular.

This partnership kicked off with a campaign. And what better, or bigger, cultural stage to launch it than the Super Bowl. In this film, we see Will Ferrell entering the world of top Netflix titles, from Army of The Dead, Squid Game and Bridgeton to Stranger Things and Love is Blind. While explaining the partnership between General Motors and Netflix, Will draws the line on which types of shows and movies will feature electric cars, and which ones would make absolutely no sense to have them.

From there, it was all about the longevity of the idea and the sustainability story. This was about changing the future, about harnessing the power of the partnership to normalize EVs in the long term. 

Tied to the initial joint announcement in early February, GM stock went up 6% in one day. PR for the campaign kicked off with The Today Show and ET. And news coverage was widespread, including The Guardian, CNN, Walls Street Journal, Fox News, Forbes, Business Insider, Esquire, Fast Company, Rolling Stone, and many more. After the official launch, EV sales went up 45% in Q1, GM vehicles saw a 50% increase in searches on Cars.com, and edmunds.com saw increases across the board for GM vehicles, including 160% increase for Cadillac Lyriq, 6,970% increase for Chevy Silverado EV, and 1,374% increase for GMC Hummer EV. Ultimately the campaign was named Forbes Most Effective Ad and firmly invited EVerybody In.