The Cadillac Lyriq is one of General Motors’ two Super Bowl commercials this year. In this screenshot of the Cadillac commercial, the Lyriq appears in the fictional setting of the 1990 movie “Edward Scissorhands”.
GM
DETROIT – During this Super Bowl this year, General Motors will advertise two ads advertising all electric vehicles, the company confirmed to CNBC on Wednesday.
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 a luxury car manufacturer’s Cadillac brand and its upcoming Lyriq crossover EV .
GM launches new advertising campaign recently redesigning its corporate logo to better represent the turning point to EVs, including 30 new models worldwide under a $ 27 billion investment in electric and autonomous vehicles by 2025. The redesigned logo accompanies a new “all in” heading.
“General Motors is creating a movement by making EVs fun, desirable and accessible to people from every society,” GM chief marketing officer Deborah Wahl said in a statement. “We are 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.”
A GM spokesman declined to discuss further details of the ads, which are likely to be discussed before their national broadcasts during the Super Bowl LV between the Tampa Bay Buccaneers and Kansas City Chiefs next week.
Cadillac chief marketing officer Melissa Grady separately said the brand’s Super Bowl ad “will surprise and delight the public by transporting an iconic piece of pop culture history into the future.” She said it would include Lyriq as well as the Super Cruise hands-free driver assistance system. This will be Cadillac’s first time during 2012 during the Super Bowl.
This will be GM’s second consecutive year during the Super Bowl. A year ago, the company previewed its all-electric GMC Hummer EV pickup. In the 30-second ad, NBA star LeBron James appears and the new vehicle is being teased, which is expected to go on sale this fall.