Details are being kept very hush-hush.
We recently discovered that the GMC Hummer EV SUV will not debut during Super Bowl LV, scheduled for February 7. A commercial during last year's big game starring LeBron James teased the Hummer EV truck, which has since been fully unveiled and gone on sale. The Hummer EV SUV's existence has already been confirmed by the automaker and was even previewed, appearing behind GM executives during a virtual presentation a few months ago.
However, GM will still have not one but two Super Bowl commercials this year. Details for both are closely guarded secrets for now, but each 60-second spot will promote the automaker's electric vehicle strategy.
One will continue to promote new technology and the "Everybody In" campaign that debuted earlier this month. The second spot will feature Cadillac. The luxury brand aims to have a nearly all-electric vehicle lineup by 2030 and, later this year, the 2022 Cadillac Lyriq will officially debut in production form. The last time Cadillac had a Super Bowl commercial was back in 2012.
The airtime during the Super Bowl, the most-watched broadcast in the US (well over 100 million viewers), is the ideal setting for the automaker to further promote its $27 billion investment towards electric and autonomous vehicle development. It also wants to remind America it's going all-in on EVs as it'll launch 30 of them through 2025.
"This year's spot will surprise and delight audiences by transporting an iconic piece of pop-culture history into the future and will feature Lyriq, Cadillac's first, all-electric vehicle, as well as Super Cruise, the industry's first true hands-free driver assistance feature for enabled roads," said Cadillac Chief Marketing Officer Melissa Grady.
Actor and comedian Will Ferrell is expected to star in the Cadillac commercial, though GM has yet to confirm this. "I believe that message has to be reinforced and there is no bigger stage than the Super Bowl to do that," Wahl added. "We really want to make sure a wide group of people understand what EVs can bring."