One of General Motors’ two Super Bowl commercials this year will feature the Cadillac Lyriq. In this screenshot of the Cadillac ad, Lyriq appears to be in the fictional “Edward Scissorhands” neighborhood of the 1990s.
GM
DETROIT – General Motors will air two commercials during this year’s Super Bowl advertising its all-electric vehicles, CNBC confirmed on Wednesday.
One of the 60-second announcements 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 carmaker’s luxury Cadillac brand and its upcoming EV Lyriq crossover.
GM is launching its new ad campaign recently redesigning its corporate logo to better represent its pivot for electric vehicles, including 30 new models globally, under a $ 27 billion investment in electric and autonomous vehicles by 2025. The redesigned logo comes with a new slogan “everyone”.
“General Motors is creating a movement by making electric vehicles fun, desirable and accessible to people in all walks of life,” GM marketing director Deborah Wahl said in a statement. “We are thrilled to demonstrate the tremendous energy and enthusiasm behind our EV commitment by performing at this year’s Super Bowl with both GM and Cadillac.”
A GM spokesman declined to discuss further details about the commercials, which are likely to be released before their national broadcasts during next Sunday’s Super Bowl LV between the Tampa Bay Buccaneers and the Kansas City Chiefs.
Cadillac marketing director Melissa Grady said separately that the brand’s Super Bowl ad “will surprise and delight audiences by carrying an iconic piece of pop culture history into the future.” She said she would include Lyriq as well as Super Cruise’s hands-free management assistance system. It will be Cadillac’s first commercial during the 2012 Super Bowl.
This will be GM’s second consecutive year of publicity 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 teased the new vehicle, which is expected to go on sale this fall.