GM EVerything

Major ad campaign indicates automakers are all-in on EVs

By now, you’ve probably seen General Motors’ new ad campaign for its electric vehicle battery platform.

On February 3, General Motors released its big game ad during the Super Bowl starring Will Ferrell, who discovers Norway far outpaces the United States in electric vehicle adoption. In the commercial, “No Way, Norway,” Kenan Thompson and Awkwafina join Ferrell on his action-packed journey to give Norwegians a piece of his mind. A 60-second version of the ad aired during the first quarter.

The flagship advertising push, which has continued since the Super Bowl throughout this month, also features popular author and podcaster Malcolm Gladwell in its more recent commercials. Coincidentally, we celebrated National Inventors Day two weeks ago. While the battery is an ongoing invention, another “industry holiday” followed that connects the two: National Battery Day.

“No Way, Norway” is an extension of GM’s “Everybody In” campaign, which launched in January 2021 to excite a new generation of vehicle buyers and accelerate EV adoption while showcasing the company’s Ultium battery platform. The spot features upcoming Ultium-powered electric vehicles, including the Cadillac LYRIQ luxury SUV and the GMC HUMMER EV supertruck.

“I’m excited to be a part of GM’s commitment to EVs,” said Ferrell as part of GM news release. “I’ve been driving an EV since the mid-80s…well, actually it was a regular car with four AA batteries taped to the carburetor, but it felt like an EV! We’re coming for you, Norway!”

“The big game is the perfect venue for the incomparable Will Ferrell to encourage us all to reconsider what we know about electric vehicles, and to invite ‘Everybody In’,” said Deborah Wahl, GM global chief marketing officer. “We admire his passion for EVs and share Norway’s pursuit of an all-electric future.”

Today, well over half of new vehicles sold in Norway are electric. Comparatively, EVs made up less than 4 percent of market share in the United States in 2020. GM’s flexible Ultium platform is designed to improve EV accessibility for all, powering everything from mass-market to high-performance vehicles.

The Ultium platform will be the foundation for GM’s next-generation EV lineup. The platform will allow an EV that can go up to a GM-estimated 450 miles on a full charge1 will power EVs of many sizes, shapes and price points, and is capable of 0-60 mph2 performance in as little as three seconds for some models.

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