Cadillac wants to sharpen the public’s view of the brand and, specifically, wants the Super Bowl public to know that it has some seriously advanced technology. This is the general theme of the brand’s Super Bowl 55 commercial, which mimics Tim Burton’s classic 1990 film Edward Scissorhands.
The ad, which airs during Super Bowl LV, features Timothée Chalamet as Edward’s son, Edgar, and Winona Ryder repeats his role as Edward’s love interest in the original film, Kim Boggs. When we see Edgar suffering from the difficulties of living with the scissors in his hands, Boggs realizes when he finds joy in driving using a virtual reality headset.
This leads to a great gift from his mother: a Cadillac Lyriq equipped with Super Cruise, the highway’s driving assistance technology without the company’s hands. It’s a little strange that Edgar likes it driving, then he received a car that allows the cruise without hands. I suppose it’s a very small problem compared to, you know, having long, sharp blades in place of your fingers. While it is better to accept the Super Bowl ads at face value and see them as living in their own timeline, there is also something a little strange about parodying a rather dark film that ends with Kim supposedly never seeing Edward again. I digress.
“It is rare when a job you are proud of continues to live and evolve over time, even after 30 years,” said Burton, director of Edward Hands of Scissors, in a statement. “I’m happy to see Edgar dealing with the new world! I hope that both fans and those being introduced to Edward Scissorhands for the first time will like it.”
By itself, the Scissorhands parody shows Cadillac’s point: Super Cruise makes driving easier, even if you’re some kind of unfinished humanoid drowning in weirdness.
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