The state of California has to increase EV sales in order to meet environmental obligations. Electric Vehicles made up 25% of the new car market in California in 2023, up from about 19% in 2022. The state has mandated that 35% of all new 2026 cars sold have to be zero-emissions, with that number moving up to 68% in 2030 and 100% in 2035. Division of Labor is one of top ad agencies in San Francisco and our understanding of the EV market has lead to additional electric vehicle projects.

Yes. Arnold Schwarzenegger did, in fact, steal the Veloz business from us. We had written an epic commercial starring the action hero. The premise was that driving an EV is just like driving a gas-powered car. (Because research had shown that people were intimidated by the new technology.) So Arnold was being chased by assasins while touting the benefits of EVs to his sidekick. It was big and funny and we had the director from the first Fast and Furious all lined up. It took months to finally get a meeting with Arnold. We met in his office in Santa Monica. Everyone from the government agency was there. All Arnold’s people were there. We presented the idea. And he said, “I like the idea of promoting EVs. I could have my people write something and shoot it.” He literally said this to us just after we presented. He basically said, “I want your client. They can pay me to do something and my production people we handle it.” So that was it. We walked out and our client looked at us and said, “I guess we’re going with Arnold.”

No. He did this.