We don’t know yet which commercial will win the Super Bowl advertising war on Sunday, but Cadillac’s “Edward Scissorhands” sequence – starring Timothée Chalamet as Edgar Scissorhands, Edward’s son, and Winona Ryder reprising her role as Kim in Tim Burton’s 1990 film – it’s an excellent bet. The announcement, for the Cadillac LYRIQ, will air in the fourth quarter of the game as part of General Motors’ biggest star-studded push for its new electric cars.
The fact that Ryder’s Kim is Edgar’s mother, and that Edgar inherited his father’s scissorhands, circumvents the absence of Johnny Depp, who starred as Edward in the film. Depp was recently kicked out of the “Fantastic Beasts” franchise after losing a case of defamation a British tabloid who claimed that he is a “women beater”.
“This is the story of a boy with scissors instead of hands,” says Kim de Ryder off. “No, not that one.”
In an email interview, Ryder – who currently stars on Netflix’s “Stranger Things” – said Variety that she wanted to play Kim in the commercial because she “I loved the idea of working with Timothée, and the fact that it was an electric car was also important. ”
The ad uses Edgar’s different skills to illustrate the advantages of LYRIQ’s hands-free driving feature called Super Cruise.
Life is difficult for the frowning Edgar: he has been banned from the bus, he cannot play football without throwing the ball and his boss in the food service stifles his creativity. But when Kim buys a LYRIQ, he can drive.
And Edgar de Chalamet smiles for the first time.
Courtesy of Cadillac
“And Edgar left for sunset,” says Kim. “But don’t worry, he still gets home in time for dinner – occasionally.”
“It was very surreal to have Timothée play my son, Edgar, ”said Ryder. “Timothée he’s an amazing guy – so talented and sweet. I felt a very instant connection with him. ”
UTA Marketing represents General Motors and brokered the partnership with UTA Chalamet’s client. ETAlthough the commercial was directed by the prolific commercial director David Shane, Burton approved the concept and is quoted in the Cadillac press release.
“It is rare when a work you are proud of remains alive and evolves over time, even after 30 years,” said Burton. “I am happy to see Edgar facing the new world! I hope the fans and those who are being introduced to Edward Scissorhands for the first time will like it. “