General Motors is not only one of the world’s largest automakers but also one of the most innovative when it comes to marketing its products. Remember the Transformers franchise that has now been inextricably linked to the Camaro ever since? The latest example of deep branding is GM getting in bed with Barbie, Ken, Warner Bros., and Mattel in a new blockbuster movie, starring Margot Robbie and directed by Greta Gerwig.

The live-action film, features several GM vehicles, both electric and conventional, as part of the story and the product placement strategy. The most notable ones are Barbie’s custom electric 1956 Corvette, which has the letters EV in blue on the side, and Ken’s electric Hummer, which is a 2024 model with 830 horsepower.

The plotline follows Barbie’s journey of self-discovery from her perfect world to the real one and has become a huge hit at the box office, taking in $165 million in North America and a stunning $337 million globally. The first weekend alone made Barbie the seventh best-performing film (featuring ten minutes of GM products) in the last decade, a ranking that will likely climb as more tickets are sold. Transformers: Age of Extinction, released in 2014, featured six GM brands and over 13 minutes of screen time. Age of Extinction grossed $1.1 billion globally.

According to GM’s chief marketing officer Deborah Wahl, the partnership with Barbie is part of the company’s vision to create a world with zero crashes, zero emissions, and zero congestion. “We are proud to collaborate with Warner Bros. and Mattel on this film that celebrates creativity, individuality, and imagination,” she said in a press release. “Barbie is an icon that inspires generations of dreamers, and our electric vehicles are designed to do the same.”  Marketing biz blab like this seems right out of Barbie’s dream world.

Chevy Blazer EV SS

GM is not only using the movie as a platform to advertise its vehicles but also as an opportunity to create content and experiences for its customers and fans and it isn’t stopping with the Barbie movie product placement. For example, players of Microsoft’s Forza Horizon 5 video game can drive either Barbie’s electric Corvette or Ken’s electric Hummer in the virtual world. There are also toy versions of both cars available for purchase, as well as a Hot Wheels edition.

Additionally, GM has launched a digital campaign called “Barbie Loves EVs”, which features videos, social media posts, and interactive quizzes that highlight the benefits of electric vehicles and encourage people to learn more about them. The campaign also invites people to share their own stories of how they are making a positive impact on the environment and their communities.

GM is not the only brand that is leveraging the popularity of Barbie for its marketing purposes. The movie has attracted more than 100 promotional partners, ranging from fashion labels like Prada and Crocs to beauty products like hair dryers and nail polish. The movie has generated a lot of buzz and publicity in various media outlets, from Architectural Digest to The New Yorker.

The marketing guru at Warner Brothers that brought us this feature-length commercial movie,  is Josh Goldstine. Go here for a look at what it takes to break a movie these days

Electrified Mag’s Take:  God only knows what GM paid to get ten minutes of screen time for its products in this flick but the exposure was worth every penny now that the film is the hottest movie in the world. This isn’t anything new, as product placement in films has been going on for decades. What is different, is this kind of advertising doesn’t augment network and digital ads anymore, it’s superseded both. 

What’s ironic is GM’s current flowery PR is as plastic as Barbie herself and the two are a perfect fit for a new younger demographic. Check out GM’s LinkedIn or Facebook pages for a virtual trip to la-la land. You can’t blame The General for its current tack as it is now a software company and has to lure not only younger buyers, but coders, robot experts, and AI gurus to its ranks. For better or worse, this aggregate of future buyers and employees plays video games, watches anime, Marvel Comics movies, and yes, Barbie flicks.

GM would love us to forget all about Camaros and two-ton Delta 88s, in its attempt to be seen as cool with today’s buyers. Even if it takes a goofy reboot of Mattel’s iconic plastic fashion doll. The irony of all this is The General’s upcoming portfolio of EVs is impressive all by itself. Your author paced a 2023 Cadillac Lyric south of the Bay Area this morning and it looked really impressive, even surrounded by an obligatory fleet of Teslas.

There was an old saying in the newspaper business long ago, “Ink is ink, ”  meaning whatever gets your product on top of the news cycle, is legitimate, even if it’s shamelessly opportunistic. So kudos to GM marketing guru Deborah Wahl because for better or worse, she clearly understands what she’s doing.