DETROIT — Cadillac has tabbed the target audience for the upcoming Lyriq as those who are ready to make the jump to an electric vehicle but waiting for the right one.
For its first Super Bowl ad since 2012, Cadillac doesn’t play up that the Lyriq is an EV, instead focusing on the Super Cruise driver-assist technology the crossover offers. The ad plays off a 31-year-old movie, Edward Scissorhands, as a “unique and fun way” to tell a story and show that Cadillac offers “truly hands-free driving,” said Melissa Grady, Cadillac’s chief marketing officer.
“I think just the humanness of the story is what I really want to resonate,” Grady told Automotive News. “I think there’s such a beautiful humanity to the spot, and I really hope that comes through, just as it did in the original movie.”
Meanwhile, a number of brands that advertised in recent Super Bowls decided to stay on the sidelines this year.
Sunday’s Super Bowl LV was expected to have the fewest automotive ads in recent memory.
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