Netflix and General Motors have today announced that the streaming service will partner with the automaker on its "Everybody In" campaign that is aiming to speed up the adoption of electric vehicles in large numbers. The company states it will be amplifying the appearance of EVs in the Netflix original content in shows and films where applicable, within the next year while taking action to make more of its productions sustainable.

To kick off the new partnership, the two companies will premiere a new commercial during the Super Bowl on February 12, where Will Ferrell will enter the world of some of Netflix's most popular shows and films, including "Army of the Dead" and "Squid Game," in various GM EVs.

The automaker will also partner with select Netflix programs and films, such as "Love Is Blind," "Queer Eye" and "Unstable," the latter of which will prominently feature the Chevrolet Bolt EUV, GMC HUMMER EV Pickup and Cadillac LYRIQ.

A GM spokesperson told TechCrunch that the company does not pay Netflix to put its vehicles in the content streaming on the service. The companies are partners on Netflix's ad-supported tier, although GM said that alliance-the strategic one between the two firms-is separate from an ad deal. The intent behind the alliance is to organically expose people to EVs.

GM says it doesn't have an end date in mind for the partnership and is looking forward to working with Netflix as the company builds up its ad business. As for another Super Bowl ad, GM says that's not clear.

It is about educating show runners to help them find the natural integration of EVs in their storylines without ever appearing to be out of place," the automaker states.

Netflix has been adding EVs to the TV shows and movies that it produces for the last year. The streaming service included EVs from Hyundai and Audi in its content, besides including EVs from GM as well. Now, Netflix will have access to even more EVs as part of its new alliance with GM.
 
"Entertainment has a huge impact on culture.". We will want to make EVs famous on streaming, small, and silver screens through the power of storytelling around experiences of driving and living with an EV, said Deborah Wahl, GM's global chief marketing officer, in a news release. Netflix is a great partner because the company has compelling storytelling to bring to the table while upholding a commitment toward sustainability and having a knack for sparking conversations that steer cultural trends. We are coming together in creating a better, more sustainable future for our world as we bring everybody in on EVs."

Behind the camera, Netflix said it's also planning to become more sustainable by optimizing energy use, then electrifying it, and decarbonizing the rest.