GM’s Ultium platform is the lynchpin in its strategy to create a world with zero emissions, designed to easily accommodate a wide range of EV styles and sizes. GM aims to ensure that every individual and community has access to the benefits of the new electric era, which means building EVs for everyone.

However, in the minds of Americans, being sustainable means one of two things: doling out extra cash they don’t have to purchase “green” products or making extreme lifestyle changes that are inconvenient and frivolous. Americans want to be climate supporters but are looking for it to be easy and fun.

To tackle this, our brief was a challenging one: Position GM as a leader in the fight against climate change

Our objective:

- Put GM’s industry leading platform, Ultium, at the forefront of the EV conversation in the fight against climate change.

We set out to highlight that GM’s revolutionary Ultium Battery Platform is an integral part of the fight against climate change. And knowing that climate change is the number one threat to the planet, there was only one way to bring this notion to life: tell Dr. Evil he’s now the number two threat to the planet.

Driven by his megalomaniacal ego, he hatches a diabolical plan to take over GM, becoming the first fictional person to run a real global corporation, and use their EV technology to destroy this new nemesis. The plot thickens when a late breaking surprise from his son, Scott, makes Dr. Evil realize he must help save the world – before taking it over.

While GM has committed to going fully electric by 2035, the public does not realize that GM is actually making Electric Vehicles today. In fact, people don’t realize that a lot of automakers other than Tesla have EVs that are more accessible for drivers across the country. Elon Musk is literally sucking up all the oxygen in the EV conversation. We needed to find a way to breakthrough and differentiate our EV message to make a real impact.

We rallied around this ideology: We are the first generation to feel the effect of climate change and the last generation that can do something about it.

We knew the answer lied in GM’s Ultium Battery Platform technology because of its distinct ability to make EV’s accessible for anybody at any price point and its power to make anybody a climate activist.

We broke through at the Super Bowl by bringing back Dr. Evil and his team of misfits to save the world from climate change, so they could in turn take over the world. To do this, Dr. Evil first had to take over GM, giving him access to our proprietary Ultium technology.

For the first time ever, a fictional character stole the reins from a real CEO, taking over and running a real global company for a week leading up to the Super bowl. Not only did Dr. Evil take over corporate responsibilities he also took over GM’s social media pages, recruiting new employees and getting his climate fighting message out there to everybody from musicians and actors to sports teams.

Viewers and fans across the country were so enthralled with Dr. Evil's plan they tuned into the Super Bowl to see what he might do next.

We changed the conversation around climate change and showed the world that GM has the game-changing technology to get everybody in an EV

139M potential viewers heard Dr. Evil admit on live air that climate change was the number one threat to the planet. Earning GM an estimated reach of 20.2M.

His social media takeover garnered 6M impressions across GM corporate owned channels and 81% positive sentiment. Trending nationally on Twitter at #9.

Dr. Evil also piqued interest in GM’s Ultium platform resulting in a 134% increase in traffic to GM.com.

GM - EVil Takeover

CREDITS

Gold partners