Ultium’s “Super Team” empowers GM Electric Vehicles via new McCann Shanghai campaign
General Motors has partnered with McCann Shanghai to unveil the ULTIMATE mystery that runs the company’s electric vehicle (EV) – Ultium, a game-changing electric vehicle platform.
The Ultium Platform is the heart of an EV. It is designed to be flexible and modular, and the engineering has the ability to make just about any vehicle GM produces today an electric model, powering the vehicle’s performance, safety and driving experience.
Tapping into cultural insights, the McCann team recognized that Chinese consumers enjoy sci-fi movies and are most concerned with safety and performance when it comes to EVs. In order to speak to 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.”
Eye-catching CG shots were used in the commercials to captivate the audience and to entice them to explore more. 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.
Danielle Yocum, Marketing Manager, GM Brand, said: “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.”
“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,” says Emily Chang, CEO of McCann Worldgroup China.
