General Motors introduces ‘Generation E’

(New campaign from GM launched Jan 12)

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:“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.”

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.

The new film below, anchored by Malcolm Gladwell, introduces a new generation, “E.” It’s a generation that is for clean energy. Not defined by age, but by the desire for smart, clean and safe energy. Watch below:


ALSO READ: Volkswagen’s beautiful film highlights mobility


Speaking to the intent behind the marketing efforts, Wahl added, “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.”

Digital Experience at CES

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.


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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 notes, “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 continues “ 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 January 12 at CES, and will components will be broadcast on national television, video platforms, YouTube, social and digital sites.

CREDITS:

CLIENT: General Motors

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 COMPANY: 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

EDIT: Cosmo Street Editorial

  • EDITORS: Chancler Haynes + Lawrence Young
  • ASSISTANT EDITOR: Rich Gonzales
  • PRODUCER: Kacie Gomez
  • HEAD OF PRODUCTION: Marie Mangahas
  • EP: Yvette Cobarrubias

COLOR: Company 3 Los Angeles

  • SENIOR COLORIST: 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: 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

SOURCE: McCann Worldgroup

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