Rumors that an ad for the upcoming GMC Hummer EV SUV would feature during Super Bowl LV on February 7th were denied earlier this month by Buick and GMC chief Duncan Aldred, who stated during a media call attended by GM Authority that neither brand had plans to advertise during the event. But Aldred did not mention other GM electric vehicles, or specifically the Cadillac Lyriq crossover, the first full EV ever produced by the General’s luxury brand.
According to a recent post on Automotive News, an ad for the Cadillac Lyriq will be one of two promoting GM during Super Bowl. It is expected to feature actor and comedian Will Ferrell, and may also involve a theme similar to that of the 1990 Tim Burton movie Edward Scissorhands. It should also promote the Super Cruise semi-autonomous driver assist system, which is currently available in the 2021 Cadillac CT4 and 2021 Cadillac CT5 luxury sedans and the 2021 Cadillac Escalade full-size SUV.
The production version of the Cadillac Lyriq will look similar to the show car pictured on this page, though there will be some changes. It was originally scheduled to launch at the end of 2022, but the date has since been brought forward by nine months to the first quarter of that year.
The Lyriq will be the first of six Cadillac EVs to go on sale by 2025. The others are two more crossovers named Optiq and Symboliq, a flagship sedan called Celestiq, an electric version of the Escalade and a low-roof model whose name has not yet been confirmed.
The other ad is likely to showcase the recently announced Everybody In campaign, which promotes GM’s electric vehicles and advanced technology. In particular, GM is expected to use this ad to show off its new logo in addition to its Ultium battery and Ultium Drive powertrain technologies.
“General Motors is creating a movement by making EVs fun, desirable and accessible for people from every walk of life,” Deborah Wahl, the former McDonald’s Chief Marketing Officer who now has the same role at General Motors, wrote in a recent LinkedIn post. “We’re excited to demonstrate the tremendous energy and enthusiasm behind our EV commitment by showing up big at this year’s Super Bowl with both GM and Cadillac.”
We’ll report more on the latest electric Cadillac models as the information becomes available, so be sure to subscribe to GM Authority for more Cadillac Lyriq news, Cadillac news, Ultium news, GM electric vehicle news and high-voltage GM news coverage.
Comments
With the price tag of $22 million, I believe GM could have gotten more direct advertising value with direct selected targets.
I think just the opposite; instead of swinging and mostly missing for a lot of small audience, you should go for a guarantee hit via targeting a focused total audience.
There’s a reason super bowl ad time slots are expensive. Not only because of basically entire nation watching they’re not just watching the game, super bowl commercials also part of the event, it’s maybe the only instance people wonder about the commercials, watch its entirety. In addition to that after the super bowl, the ads also get their own media and social media coverage, therefore super bowl ad campaigns are unmissable if you want to have an effect ,and put your name and product in people’s recent memory.
Probably.
The high cost of Superbowl Advertising is why fewer large companies are willing to shell-out. Still, a lot of eyes are “available” during the Super bowl and it’s a good way to tell the world something. I gather from the article that GM wants to say something about the company itself in addition to the Lyriq.
All I know is, the Hummer exploded onto the scene after running that Super Bowl teaser ad last year. People who know nothing about cars were texting me the next morning asking if I had heard about it…it created a huge buzz. The reveal commercial aired during the World Series (which has a smaller audience than the Super Bowl) generated over 3 times the reaction.
I expect these ads to be solid moves by GM. I’m kind of wondering if any future products will make surprise teaser appearances…specifically the Celestiq.
Woo Hoo !!!
fred armisen and now will ferrell …. cadillac must think ex-cast members of saturday night live speak to their customers.
Personally, I wish Will Ferrell health, wealth, and happiness…….far away from me. But Fred Armisen is great. Portlandia! ( I was born and raised in there)
i agree. ferrell is funny in an over-the-top kind of way but fred armisen’s quirky sense of humor is really unique.
Will Ferrell could possibly be the absolute worst choice for gm’s still emerging EVs. He represents nothing positive and engaging in general let alone a new era of vehicles for gm. Very disappointing.
What is that color?