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General Motors Gives Every Type of Driver an EV to Desire through Innovative Campaign

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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 Gives Every Type of Driver an EV to Desire through Innovative Campaign
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.

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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