General Motors & Paramount+

LINEAR TV, SOCIAL, DIGITAL

General Motors wanted to invite “Everybody In” to the all-electric future with content that would build brand awareness so we tapped into Paramount’s “Mountain of Entertainment” marketing campaign around the launch of Paramount+ for 15-second and 30-second spots, highlighting the content available on Paramount+, while also highlighting GM’s Ultium EV Platform.

The launch of General Motor’s game-changing electric vehicle platform will power an expanding lineup of EVs for every person and every purpose, and GM sought a partner that could reach all demographics.  GM leveraged Paramount’s massive content slate at scale to reach a shared audience. GM was also able to reach consumers of all ages and demos due to Paramount's diverse range of content—including news, sports, and iconic franchises.

Over two months, the joint campaign ran across linear TV and digital, including Paramount’s brands, as well as ESPN, CNN, and Bravo.  The spot was directed by Paul Mitchell and the post/VFX were done at MakeMake x Elastic. The campaign led to a 9 percentage point lift in ad awareness, and impressions overperformed by 156%.

Press:  Ad Sales Article