Not Edward, Edgar Scissorhands in Cadillac LYRIQ

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(It’s not Edward, it’s Edgar Scissorhands)

Cadillac’s electric future is illuminated with a “slice” of nostalgia from Tim Burton’s Edward Scissorhands universe, in a new commercial debuting in the fourth quarter of this year’s big game.

The new spot, from Leo Burnett Detroit and directed by O Positive’s David Shane, stars Timothée Chalamet, as Edward Scissorhands’s son Edgar, and Winona Ryder, reprising her role as Kim, who is also Edgar’s mother.

In the spot, Edgar, who has inherited his father’s shears for hands, finds many of life’s tasks difficult. To make them a little easier, Kim (Ryder) presents him with a new Cadillac LYRIQ — the brand’s first all-electric vehicle. Not only does he have his own transportation, but the LYRIQ is also equipped with the Super Cruise hands-free driver assistance feature, allowing him to confidently let go of the wheel when the system is engaged, and the vehicle is on an enabled road. Watch below:


ALSO READ: Complete list of all our Super Bowl coverage. Enjoy!


“It’s rare when a work you’re proud of continues to live on and evolve with the times, even after 30 years,” said Tim Burton, who directed the original 1990 film. “I’m glad to see Edgar coping with the new world! I hope both fans and those being introduced to Edward Scissorhands for the first time enjoy it.”

“We love the creative concept of Super Cruise and the LYRIQ opening up Edgar’s world and bringing confidence to his daily life.” added Melissa Grady, Cadillac chief marketing officer. “At a time when people are looking for an escape from the challenges of the past year, it was a privilege to revisit the beloved story of Edward Scissorhands in a fresh, modern way and showcase Cadillac’s electric future during the biggest game of the year.”


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What do you think of Cadillac’s spot? For a complete list of our Super Bowl LV coverage click  here. Super Bowl LV airs February 7 on CBS at 6:30 PM EST, 5:30 PM CST and 3:30 PST.

CREDITS:

AGENCY: Leo Burnett Detroit 

  • Account: Emily Shahady, Brian Phelps, Maggie Decker
  • PM: Aaron Lambrix
  • Strategy: Chris Bridgland, Steve Lampert, Ted Gott
  • Cross Channel Strategy: Dayna Elconin
  • Creative: Robert Clifton Jr., Matt Cramp, Matt Turnier, Jason LaFlore
  • Agency Executive Producer: Patrick O’Brien
  • Consulting Producer: Bob Samuel

PRODUCTION COMPANY:  O Positive

  • Director: David Shane
  • Executive Producers: Ralph Laucella, Marc Grill
  • Head of Production: Devon Clark
  • DP: Jeff Cronenweth
  • Production Designer: Maia Javan
  • Costume Designer: Melissa Des Rosiers

POST: MackCut

  • Editor: Gavin Cutler
  • Sound Designer/Mixer: Sam Shaffer
  • Assistant Editor: Megan Heard
  • Executive Producer: Gina Pagano
  • Colorist: Tim Masick

VFX: Framestore

  • Executive Producer: Larissa Berringer
  • Senior Producer: Jamie Hoskins Smith
  • Production Coordinator: Alex Roesch
  • Executive Creative Director: Aron Hjartarson

MUSIC: Yessian

  • Executive Producer / Music Mixer: Gerard Smerek
  • Music Arranger: Dan Zank
  • Head of Production: Michael Yessian
  • CCO: Brian Yessian
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