Leo Burnett Detroit and O Positive’s David Shane also enlist Winona Ryder, a star of the original film, for this sweet, nostalgic spot
Cadillac opted for a slice of nostalgia for its Super Bowl ad promoting its electric future.
A new spot for the Cadillac LYRIQ - the brand’s first fully electric vehicle - is a play on the Tim Burton classic Edward Scissorhands with Timothée Chalamet starring as Edgar, the son of Edward, alongside Winona Ryder as Kim, her original role in the movie (AKA Edgar’s mother). It was created by Leo Burnett Detroit and directed by O Positive’s David Shane.
“It’s rare when a work you’re proud of continues to live on and evolve with the times, even after 30 years,” said Burton, who directed the original 1990 film. “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.”
The spot plays out much like big elements of the movie, with Edgar struggling with simple day-to-day tasks due to his bladed mits. That is until he’s gifted Cadillac’s swish new car, which has ‘Super Cruise hands-free driver assistance’, an undeniably useful feature if you don’t have thumbs or fingers. According to a Cadillac press release, it allows “him to confidently let go of the wheel when the system is engaged, and the vehicle is on an enabled road”.
"We love the creative concept of Super Cruise and the LYRIQ opening up Edgar's world and bringing confidence to his daily life." said Melissa Grady, Cadillac chief marketing officer. “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.”
Super Cruise will be available on the 2021 Cadillac Escalade, CT4 and CT5, as well as the upcoming LYRIQ. It is the only system that provides true hands-free driving on more than 200,000 miles of enabled roads in the U.S. and Canada. Recent enhancements include Lane Change on Demand functionality, which will allow the hands-free system to change lanes on the highway when requested by the driver and certain conditions are met.
As the brand’s first all-electric vehicle, the all-new LYRIQ will lead Cadillac’s charge over the next decade to redefine American luxury with a new portfolio of EVs, while also establishing a leadership position through new thresholds of technology integration. LYRIQ is driven by GM’s all-new modular Ultium platform, offering a GM-estimated range of more than 300 miles on a full charge.