McCann Worldgroup
Wed, 13 Jan 2021 15:45:12 GMT
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General Motors Gives Every Type of Driver an EV to Desire through Innovative Campaign
McCann's advertising campaign is part of a broader effort that will launch during CES to reposition GM as a modern company leading the transition to an all-electric future
General Motors' new 'Everybody In' campaign serves as a call to action to join a movement towards the mass adoption of electric vehicles. GM will excite a new generation of EV buyers by highlighting the range, performance and flexibility of its revolutionary Ultium platform and make electric vehicles accessible to all through their launch of 30 new EVs globally by the end of 2025.
'Everybody In' is a statement of GM’s intention to create an safer, more inclusive and all-electric future for all.
GM CMO, Deborah Wahl, said: “Over the last year, General Motors has rebuilt its entire approach to marketing in preparation for a brand repositioning that places GM on the frontlines of the global transition to an all-electric future. Throughout that process, McCann Worldgroup and Weber Shandwick have worked alongside GM as one team, ensuring a modern and purposeful approach.”
Speaking to the intent behind the marketing efforts, Deborah continued: “There are moments in history when everything changes. Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles. Unlike ever before, we have the solutions, capability, technology and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.”
The advertising campaign, 'Everybody In', is part of a broader effort that will launch during CES to reposition GM as a modern company leading the transition to an all-electric future. The new GM logo was designed by a team of GM designers.
Through an all-digital CES experience, ‘Exhibit Zero’, General Motors, McCann Worldgroup and Weber Shandwick will celebrate this moment as an inflection point; tapping into cultural and social influencers with GM SME’s to illustrate with detail how GM can and will create a vehicles and experiences to put everyone in an EV and give every type of driver an EV to desire.
GM has also redesigned GM.com to share the latest information, stories and developments on their work across electrification, safety, citizenship and the road to autonomous driving. This comes at the heels of a brand relaunch for General Motors to lead global, EV-category growth, a new role for a brand that has traditionally served as the corporate entity behind vehicle brands Chevrolet, Buick, GMC and Cadillac.
Grant Theron, global business lead, commented: “It is no secret that society is at an inflection point. So too is General Motors and we could not be more proud to have been a part of their journey.” Speaking to the complexity of the effort, Grant continued: “An enormous effort like this tapped in to multiple agencies across McCann Worldgroup and IPG. The sheer volume and quality of work, all achieved while working remotely is testimony to the passion we have behind this project.”
The campaign launched yesterday at CES, and will components will be broadcast on national television, video platforms, YouTube, social and digital sites.
Client
Client: General Motors
Agency
Agency: McCann Worldgroup
Chief Executive Officer / Global Business Lead: Grant Theron
CCO: Chuck Meehan and Brad Emmett
EVP of Production: Jeff Beverly
SVP Director, Production Operations: Laurie Pyykkonen
VP Group Creative Director: Rob Legato
ACD: Michelle Musallam and Nick Marine
SVP, Group Account Director: Michael Panley
VP Account Director: Jason Dale
Account Supervisor: Amanda Macielak
Senior Counsel: Jeffery Farmer
Global Chief Financial Officer: Tony O’Gorman
Associate Director, Business Management: Julie Peterhans
Business Manager: Deb Silva
Associate Director, Business Affairs: Stacy Swann
Producer: Christian Lathers and Weibke Engel
CSO: Anne Feighan
Production
PRODUCTION PARTNER: Superprime
Directors: The Malloys
Managing Director / Executive Producer: Rebecca Skinner
Managing Director / Head of Sales: Michelle Ross
Executive Producer: Charlotte Woodhead
Head of Production: Matt Sanders
Producer: William Green
Production Supervisor: Tiffany Che Staff
Editorial and Post Production
Editorial: Cosmo Street Editorial
Editors: Chancler Haynes + Lawrence Young
Assistant Editor: Rich Gonzales
Producer: Kacie Gomez
Head of Production: Marie Mangahas
EP: Yvette Cobarrubias
Colour: Company 3 Los Angeles
Senior Colourist: Matt Osborne
Producer: Blake Rice
VP Short Form: Ashley McKim
Creative Director/Lead Flame Artist: Chris Noellert
Flame Artist: Mike Vaglienty
VFX Supervisors: Mike Wynd and Thomas Connors
CG Artist: Casey Benn
Matte Painter: Rocco Gioffre
Head of Production: Esther Minitser
Music and Sound
Music: JSM Music
CCO/CEO: Joel Simon
VP/Executive Producer: Jeff Fiorello
Producer: Norm Felker, Andrew Manning and Sharon Cha
Music Arrangement: Becca Riter/Joel Simon
Sound Design: Nathan Kil
CES Exhibit Zero
Chief Executive Officer / Global Business Lead: Grant Theron
Deputy Global Chief Creative Officer: Matt Canzano
Executive Creative Director: James Robinson and Iain Lanovich
EVP of Production: Jeff Beverly
SVP Director, Production Operations: Laurie Pyykkonen
Creative Director: Nick Allen
Design Director, XD: Nicole Miller
Global Design Director: James Adame
President: Matt Lewis
SVP, Director Global Creative Operations: Samantha Ankeny
SVP, Group Account Director: Dawn Deak
VP, Director of Business Leadership: Jacob Matsumiya
Director, Business Leadership: Elizabeth Bewalder
Senior Integrated Producer: Pooja Dapthary
EVP, Account: Katie Adams and Steve Janisse
Assistant General Counsel: Anca Cornis-Pop
Global Chief Financial Officer: Tony O’Gorman
Associate Director, Business Management: Julie Peterhans
Business Manager: Deb Silva
Associate Director, Business Affairs: Stacy Swann
Producer: Chris Firestone
SVP, Senior Director of Integrated Production: Melissa Hamilton
Senior Content Producer: Nicole Gabrielle
Director, Studio Services: Stephen Palmer
Director, Digital Production/Technology: Noah Schusterbauer
Sr Web Developer: Bill Shippy
Director Technology: Steven Tauber
VP Program Management: Lindsay Fleming
Associate Director, Service Management: Diane Carroll
Global Head of Strategy & Research: Diana Ceausu
SVP, Platform Strategy: Danny Olson
EVP, Technology Strategist: Lee Anderson-Brooke
PRODUCTION PARTNERS
Partners: Arsenal, We The People, Framestore, Craft Detroit
Categories: Automotive, Cars
McCann Worldgroup, Wed, 13 Jan 2021 15:45:12 GMT
