Product integration and what’s called sponcon are such a part of life that you might take it for granted if you’re not looking for it.
If you see a character in a film or TV show enjoying a current product, be it a meal or a car or whatever, there’s a very strong chance that a company paid a studio or a network for it to be there, such as the time Subway basically had an entire episode of “Community” centered around it or, more recently, when Peacock’s buzzy new hit “Poker Face,” had a murder mystery…revolving around Subway.
Some people don’t mind this practice or just ignore it, other people find it annoying, and network executives might point out that sponcon can help cultishly loved but low rated shows such as “Community” continue on for six seasons and a movie.
That said, sometimes product integration can be thuddingly heavy handed, and the internet has roasted various shows where characters take a break from the story to extol the virtues of a luxury vehicle. (NBC’s bygone hit “Heroes” was notorious for such shenanigans.)
But beyond the matter of helping cult shows survive, can product integration be a force for good? Netflix (NFLX) is hoping the answer is yes.
Netflix Wants To Help Save The World
As you’re surely aware, purchasing an electric vehicle over a gas powered model can help cut down on greenhouse emissions.
While the popularity of EVs has grown over the years as they’ve become more affordable and fashionable, there’s a lingering idea that they are a luxury product for upper class people, due to their higher price tag. Though General Motors (GM) is currently working on a more affordable line of electric vehicles, partly as a way to be more competitive with Tesla.
According to a Pew Research Center report from 2021, “just 7% of U.S. adults say they currently own an electric or hybrid vehicle,” and “About four-in-ten Americans (39%) say that the next time they purchase a vehicle, they are at least somewhat likely to seriously consider electric.”
Those numbers are both a) better than they used to be -- an encouraging sign of progress for people who like living on planet earth; and b) need to be much higher if we’re going to avoid ecological collapse.
So, enter Netflix, which has teamed up with General Motor’s “Everybody In” campaign that aims to boost the popularity of electric vehicles.
As part of an agreement with the two companies, the streaming giant will increase the presence of EVs in the TV shows and movies it produces, where relevant, and will also take steps to enable more sustainable productions.
In particular, the Netflix shows “Love Is Blind,” “Queer Eye” and “Unstable,” will feature GM’s Chevrolet Bolt EUV, GMC HUMMER EV Pickup and Cadillac LYRIQ, respectively.
The financial terms of the deal have not been disclosed, but a spokesperson for GM told TechCrunch that the manufacturer is not paying Netflix for placement of its vehicles in the streaming service’s content.
GM has also indicated the two companies don’t have an end date in mind for the partnership, and that it will continue to work with the streaming giant as it builds up its advertising presence, but that’s separate from this campaign
Getty Images/TS
Netflix Recruits A Heavy Hitter For Its New Campaign
To kick off this endeavor, Netflix and GM have recruited Will Ferrell for a Super Bowl ad that will air on February 12.
Titled "Why Not An EV/" the ad will see Ferrell “Forrest Gump” his way into Netflix productions such as “Army of the Dead” and “Squid Game,” in various GM EVs. He’ll also appear in “Bridgerton,” but it’s unclear how scantily clad his appearance will be.
Ferrell previously appeared in a 2021 commercial for GM that found him heading Norway in an effort to promote the United States’ ability to catch up with and overtake the Scandinavian nation’s EV usage.
