3 GM’s initial set of ad campaign teasers featured “anchorman” and actor Will Ferrell, flashing a spotlight on Norway as the envy of the world for electric-vehicle adaption. However, the General Motors’ hate campaign against Norway in Super Bowl launched swift and entertaining pushbacks.
The hate campaign begins with Ferrell reading aloud from a Norwegian “history book” how Norwegians engage in mackerel slapping fights. Then he orders 5 million anchovy pizzas to be sent to each person in the country out of spite (because, as many would have us believe, anchovies are disgusting). Norway’s Prime Minister Erna Solberg tweeted her thanks a day later, though she asked the actor to send pizzas topped with pineapple instead and told him to make it 5.4 million.
In the third Ferrell performs a song about Norway declaring that Americas is going to punch everyone in the face.
Norway became the first in the world to see electric cars seize a majority of annual vehicle sales last year, with consumers snapping up battery-powered Audi e-tron SUVs, Tesla Model 3 sedans and Nissan Leaf hatchbacks. December was a record-breaking month for EVs’ share of the market at 67%. The country wants all cars sold there to be zero-emission in 2025.
Norway’s Climate Minister Sveinung Rotevatn told Bloomberg News in an interview that “Norway is absolutely not best in everything in this world. But on EVs, we’re actually the best. There is no one who is even close to selling as many as us.”
Will Ferrell is on behalf of General Motors angry that Norway far outranks the U. S, in electric vehicle sales. GM’s message is that its proprietary Ultium battery technology will help pave the way for broader EV adaption in the US.
“When we – a pretty rocky, pretty cold, and quite scattered country manage to succeed with electric car policy, then it’s obvious that it provides substantial ammunition to those in other countries who ask their authorities: Why can’t we do this?” Rotevatn said.
Brands and organizations from across Norway have reacted to General Motors’ gentle trolling with a range of their own brilliant ads. In three days, the creative agency POL Oslo launched a three spots ad campaign “Don’t hate. Imitate”.
The spots feature the Norwegian actor Kristoffer Hivju, famous for having played Tormund Giantsbane on Game of Thrones. In the first one, he asks “You want to punch us in the face? We are trying to save the world.” The overall message is “Don’t hate. Imitate.”
Bertel O. Steen, the importer in Norway of Mercedes Benz, Peugeot and Kia responded with “Game On, America!” “Hello America!” the protagonist says. “Thanks for noticing us! We weren’t even sure you knew we existed.” He also questions whether an American football can be called a ball at all.
In a statement GM said: “The goal of our ‘Everybody In’ campaign is to create interest in and spark a movement toward EVs. It’s been incredible to see the high-profile retweets of and creative responses to our Super Bowl ad and Audi Norge’s video series is a favorite of many of us at GM. Everybody In!”
Ford’s Norway unit has also gotten in on the fun.
General Motors With Hate Campaign Against Norway in Super Bowl, written by Tor Kjolberg
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