Arnold Schwarzenegger pranks EV shoppers in irreverent campaign.

Kicking Gas is an edgy, funny series of movie shorts produced by the nonprofit Veloz for its “Electric For All” campaign. “We chose humor—not fear or fury like some people—because negative emotions are burning people out,” said Arnold Schwarzenegger. “Humor, on the other hand, lights people up. Besides, we figure the world could use a little laughter just about now.” In Kicking Gas, Schwarzenegger goes undercover as Howard Kleiner, a frustrated car salesman trying to push gas-guzzling, exhaust-spewing cars on unsuspecting customers who came looking for an electric vehicle. Scenes captured by hidden cameras include the former governor donning a fake mustache and wig and surprising would-be customers. “I’ll be back,” he quips to a confused shopper who is interested in a carpool lane sticker. “This is testosterone!” he yells to a couple as he floors the gas pedal on a huge SUV. “Our goal with Kicking Gas is to bust barriers and kick down the norms of traditional electric car campaigns,” said Josh Boone, executive director of Veloz. The campaign aims to address the biggest barrier to electric car adoption: lack of public awareness. More than 50% of Californians know next to nothing about electric cars, according to UC Davis research. The film, running online, was created in collaboration with Oak Productions, Superconductor, the creative agency founded by Justin Lin (“Fast and the Furious”) and the Russo Brothers (“Avengers: Endgame”), and their commercial production shop Bullitt. Josh Greenbaum directed the film. In addition to the film, the campaign includes 15 second cutdowns as pre-rolls on YouTube, display banners, digital billboards, social media placements on Facebook and Instagram, and paid search.

Arnold Schwarzenegger pranks EV shoppers in irreverent campaign.

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