GM launches 'Everybody In' campaign aimed at zero carbon

Professional surfer and shark attack survivor Bethany Hamilton explains the "Everybody In" campaign on the Ultium vehicular platform. / Courtesy of General Motors

By Kim Hyun-bin

General Motors is debuting a new marketing campaign as part of the company's comprehensive efforts to accelerate mass adoption of electric vehicles. The "Everybody In" campaign is a call to action meant to reflect a movement that's inclusive and accessible. The company is also evolving its brand identity as GM transforms itself to deliver on a vision of a world with zero crashes, zero emissions and zero congestion.

"There are moments in history when everything changes. Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles," said Deborah Wahl, GM global chief marketing officer. "Unlike ever before, we have the solutions, capability, technology and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this."

The "Everybody In" campaign sets an optimistic and inclusive tone for the company's EV future and focuses on three themes.

First, exciting a new generation of buyers and accelerating EV adoption; Second, demonstrating GM's EV leadership, which includes the investment of $27 billion in EV and AV products through 2025 and the launches of 30 new EVs globally by the end of 2025; and third, highlighting the range, performance and flexibility of the Ultium vehicular platform.

Ultium will be the foundation for GM's next-generation EV lineup, powering everything from mass-market to high-performance vehicles, including the GMC Hummer EV and Cadillac LYRIQ. GM's Ultium platform will be capable of delivering an EV that can travel up to 725 kilometers on a full charge and can be applied to powering EVs of many sizes, shapes and price points.

"GM has the talent, technology and ambition to advance a safer world for all, help reduce emissions and accelerate toward our all-electric future," said Wahl.

'Everybody In' demonstrates our intent to lead, while inviting others ― policymakers, partners, individuals ― to play an active role in moving society forward, whether that's helping to expand infrastructure, advocating for progress in their communities, or simply taking an EV for a test drive to learn about the benefits of EV ownership."

Influencers who defy expectations and represent all walks of life will be used throughout the campaign. These change agents include Malcolm Gladwell, author of "The Tipping Point," professional surfer and shark attack survivor Bethany Hamilton, fitness instructor Cody Rigsby and gamer Erin A. Simon.

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