General Motors will air a commercial during television coverage of Super Bowl LVI next month, marking the third consecutive year the automaker has run ads during the widely watched championship game.
GM confirmed this week it would run at least one ad during Super Bowl LVI, according to a report from Ad Age. The automaker ran two separate ads during last year’s Super Bowl coverage, including one promoting GM itself and its future EV ambitions and another promoting the Cadillac brand and the future Cadillac Lyriq crossover. The GM-focused ad was produced by leading ad agency McCann, while the Cadillac spot was produced by Leo Burnett.
GM is the third automaker to confirm it will run ads during Super Bow lLVI, Ad Age also reports. Nissan previously confirmed it would run ads during the game after a six-year hiatus, while Toyota, which almost always runs an ad during the game, also confirmed its Super Bowl presence.
Last year’s GM-focused Super Bowl ad focused on the automaker’s new ‘Everybody In’ tagline, which is intended to promote EV adoption to the mass market. The Cadillac-focused ad, meanwhile, generated a significant amount of press thanks to a humorous performance from Hollywood comedian Will Ferrell. In the ad, Ferrell becomes enraged upon realizing the EV adoption rate in Norway is much higher than in the U.S. GM later received criticism from its rivals at Ford over the ad, as the automaker does not offer any EVs for sale in Norway, while Ford has enjoyed strong sales of the Mustang Mach-E there.
It’s not clear which brands or vehicles GM will promote during Super Bowl LVI next month. Possible products it could choose to advertise include the new 2024 Chevy Silverado EV and Chevy Equinox EV, the GMC Hummer EV Pickup and the Cadillac Lyriq.