One of General Motors’ two ads in this year’s Super Bowl will feature the Cadillac Lyriq. In this screenshot provided from the Cadillac ad, Lyriq appears to be in the fictional neighborhood of the 1990 film “Edward Scissorhands”.
GM
DETROIT – General Motors will display two commercials during this year’s Super Bowl announcing its all-electric vehicles, the company confirmed Wednesday to CNBC.
One of the 60-second ads will feature the company’s new focus on electric vehicles – GM’s first corporate spot in more than a decade – while the other will feature the automaker’s luxury Cadillac brand and its next EV Lyriq crossover.
GM is launching the new advertising campaign recently redesigning its corporate logo to better represent its pivot for EVs, including 30 new models globally with a $ 27 billion investment in electric and autonomous vehicles by 2025. The redesigned logo accompanies a new “all in” slogan.
“General Motors is creating a movement by making EVs fun, desirable and accessible to people of all walks of life,” said Deborah Wahl, GM’s director of marketing, in a statement. “We are excited to demonstrate the tremendous energy and enthusiasm behind our commitment to the EV, appearing big in this year’s Super Bowl with GM and Cadillac.”
A GM spokesman declined to discuss further details about the ads, which are likely to be released before their national broadcasts during next Sunday’s Super Bowl LV between the Tampa Bay Buccaneers and Kansas City Chiefs.
Cadillac’s marketing director, Melissa Grady, said separately that the brand’s Super Bowl ad “will surprise and delight audiences by transporting an iconic piece of pop culture history into the future.” She said she will have the Lyriq as well as the company’s Super Cruise hands-free driver assistance system. It will be Cadillac’s first advertising during the Super Bowl since 2012.
This will be GM’s second consecutive year of advertising during the Super Bowl. A year ago, the company previewed its all-electric GMC Hummer EV pickup. The 30-second ad featured NBA star LeBron James and sparked the new vehicle, which is expected to go on sale this fall.