Netflix and General Motors are coming together to try and push the purchase and consumption of electric vehicles. The streaming giant has made a commitment to get EVs into every single of their in-house TV shows and films, whether it be behind the camera or in front of it.
The aim of the collaboration is to speed up the global transition from fossil-fuel vehicles to electric ones. General Motors Global Chief Marketing Officer Deborah Wahl recently stated, “The more that we see EVs show up in his type of binge-worthy content, the faster everyone gets used to the change.”
Wahl noted that GM were “looking forward” to working closely with Netflix while the streaming service executives “build up their advertising business.” Netflix had, after all, launched a reduced fee service for fans, although they will be subject to advertising during streaming sessions. Wahl added that the EV campaign has no set end date. “I hope there won’t ever be an end,” she said.
However, naturally, Netflix will not be throwing an EV into any old show, certainly not in genres like fantasy or period dramas, or even animation. Netflix are taking on their EV campaign in three steps: having initial briefs with creators about EVs, a creative meeting with directors and showrunners to explain how EVs might fit a story, and providing assistance with finding the right kind of vehicles for a given work.
Netflix have also insisted that they do not view the new initiative as product placement. Netflix Chief Marketing Officer Marian Lee said, “GM’s not paying to put their vehicles on Netflix shows,” adding that EVs from companies than General Motors will also be making an appearance in Netflix’s productions. However, it must be clear that the close connection between GM and Netflix will likely result in the car-manufacturing giant’s vehicles featuring more prominently than any of their competitors.