Quite the creative way to demonstrate Super Cruise.
General Motors announced earlier this month the end of its combustion-engine passenger vehicle lineup by 2035 in favor of battery electrics. Those new EVs have already begun to arrive, such as the GMC Hummer EV. In the coming months, the production version of the Cadillac Lyriq will debut and the luxury brand has already begun its marketing campaign. And what better venue to do so than the most-watched television event of the year, the Super Bowl.
Cadillac debuted a new commercial during last night's game along, with its "No Way, Norway" ad starring Will Ferrell, featuring the Lyriq concept and actor Timothee Chalemet as Edward Scissorhands' son, Edgar. Edward Scissorhands was famously played by Johnny Depp in the 1990 film of the same name and co-starring Winona Ryder, who returns to her original role, now the mother of Edgar.
The movie's director, Tim Burton, gave his blessing for the new ad. "It's rare when a work you're proud of continues to live on and evolve with the times, even after 30 years," he said. "I'm glad to see Edgar coping with the new world! I hope both fans and those being introduced to Edward Scissorhands for the first time enjoy it." Like his father, Edgar has shears for hands and is incapable of doing many basic things, such as tossing around a football.
Driving a conventional vehicle is also out of the question. Cue the Super Cruise-equipped Lyriq. The EV crossover, Cadillac's first-ever all-electric vehicle, also has the hands-free driver assistance system that makes it possible for Edgar to "drive."
We'll admit the choice of re-enacting scenes from a 31-year-old movie is somewhat random, but a little 1990s nostalgia is always good fun. "At a time when people are looking for an escape from the challenges of the past year, it was a privilege to revisit the beloved story of Edward Scissorhands in a fresh, modern way and showcase Cadillac's electric future during the biggest game of the year," said Cadillac chief marketing officer Melissa Grady.
Super Cruise is also available on the 2021 Cadillac Escalade, CT4, and CT5. The Lyriq is scheduled to enter production in the first half of 2022 and, along with Super Cruise, will offer an estimated 300-mile range and a 33-inch LED customizable display.