When we started, GM was at its biggest inflection point since the switch from horses to cars. However, with decades of baggage that comes with being a legacy automaker, many investors and everyday auto consumers doubted GM’s ability to compete in the electric game.

This was especially apparent when looking at our market capitalization, which despite bringing in over 5 times the revenue and securing a profit year-after-year, paled in comparison to Tesla’s soaring numbers.

To tackle this, our brief was a big one: help GM spur mass adoption of EVs by breaking its legacy automaker inertia.

The ask included business and attitudinal objectives, including:

-Taking GM from a value stock to a growth stock

-Positioning GM’s Ultium battery platform as the industry-leading platform for all types of EVs

-And putting GM at forefront of EV conversation

There's an old saying “As GM Goes, So Goes The Nation.” While this might not have been true at all points in history, we were certainly hoping to make it true with this effort, using GM’s significant scale, vision, and brand power to change the trajectory of EV adoption and drive a movement that would get “EVerybody In.”

It would start with a refresh of the iconic GM brand and an exciting, EV convention-breaking ad campaign to signal the shift from corporate brand to category demand creator, turning a storied automaker into a champion of electrification.

We would also highlight the power of Ultium, demonstrating the infinite EV possibilities that come with our industry-changing battery platform and speaking to GM’s broader purpose of creating an all-electric future that’s both inclusive and accessible.

When examining EV communications, we noticed that they were sold primarily to two groups: “tree huggers” and the coastal elite. But they didn’t define America. Similarly, EV messaging often took a defensive stance (explaining why you don’t have to sacrifice too much to make the switch), or a preachy stance (explaining why you must switch). While GM’s goal was to mitigate climate change through the transition to an all-electric future, we realized that you can’t sell EVs by harping on people – you have to make it something they want to do on their own.

These findings showed that GM wasn’t the only one in need of a rebrand - EVs needed a jumpstart too.

So, we changed the norms, not only targeting Main Street Americans, but insisting that the all-electric future wouldn’t leave without them. We also made EV messaging more electrifying, speaking optimistically to create intrinsic demand.

We created an all-digital experience at CES demonstrating GM’s intent to lead an inflection point in EV adoption. “Exhibit Zero” showcased the power of Ultium to put everybody in an EV, allowing drivers to test out AR prototypes in their driveways - from a commercial van to an aerial vehicle.

Our “Everybody In” campaign transferred the power of EVs from West coast elites to everyday people. This was reinforced by our Super Bowl spot starring Will Ferrell that aimed to take on Norway for the EV leader title. It was so effective in capturing global attention that Norway’s Prime Minister responded in a social media coup that was part of the strategy, and even competitors joined in the fun with their own twist on the theme.

Finally, we built on this with an unprecedented commitment of phasing out all gas by 2035, prompting competitors and peers to issue similar statements.