GM Launches Pair of Sci-Fi-Themed Films Pitching its Ultium EV in China

The campaign taps into cultural insights that Chinese consumers enjoy sci-fi movies and are most concerned with safety and performance when it comes to EVs.

Client

General Motors

Agency

McCann Shanghai

General Motors has partnered with McCann Shanghai to launch a pair of ad films highlighting the company’s electric vehicle (EV) – Ultium in China.

According to McCann, the campaign taps into cultural insights that Chinese consumers enjoy sci-fi movies and are most concerned with safety and performance when it comes to EVs.

In order to engage with these consumers, the team created two sci-fi-themed films.


 

The first film illustrates the multiple battery protection technologies of the Ultium EV platform, which ensures the safety of the battery:

The second film focuses on the performance of the platform, demonstrating Ultium’s 0 to 100km/hr in 3.5s and range over 800km features:


 

“We aim to grab the audience’s attention by showing the features of the Ultium EV platform without using too much tech and science jargon. Our biggest challenge is to create something that is both interesting and understandable”, said Dagger Chen, Group Creative Director of McCann Shanghai.

“However, science, of course, has its own charm. We were inspired by the impressive technology and hence came up with the big idea of a secret Ultium Squad who command and protect your EV.”

In addition to the main films, a series of functional videos were produced, and as part of the digital-first campaign, ad formats were jointly produced by McCann’s sister agencies, MRM and CRAFT, part of McCann Worldgroup China.

“It is a challenge to make complex technology relatable. Ultium’s new and bold approach leans into Chinese culture and appetite for innovative sci-fi elements. We hope to build consumer excitement and intrigue, ultimately driving preference for Ultium-powered EVs,” said Danielle Yocum, Marketing Manager, GM Brand.

Emily Chang, CEO of McCann Worldgroup China, added: “I’m thrilled to see this work come to life and am grateful for the wonderful collaboration with our client partners! As leading agency, our team was responsible for communications across GM North America, SAIC-GM and a suite of agencies. Dagger led the overarching creative idea, while our passionate business team led by the indominable Pek, coordinated with all third parties locally and globally brought our ambitious vision to life on schedule. Even amidst uncertainties associated with lockdowns and travel restrictions, our team’s positive spirit persevered and I simply couldn’t be prouder.”

 

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