GM to Plug Electric Vehicles in Upcoming Super Bowl Ads

Automakers typically pay millions of dollars to promote their brands during the Super Bowl. This year will be no different, at least not for General Motors (GM). According to recent reports, GM is leveraging this year’s Super Bowl to tout its brand. It also hopes to position itself as a major player in manufacturing electric vehicles. Unfortunately, GM has yet to share the Super Bowl ads in advance. But, the rumor is that the automaker’s Super Bowl ads will feature some familiar faces.

The Cadillac Lyriq is an electric vehicle that will be featured in one of two Super Bowl ads GM has planned for this year's game.
The Cadillac Lyriq is an electric vehicle that will be featured in one of two Super Bowl ads GM has planned for this year’s game. | Cadillac

GM confirms it will run two ads during this year’s game

According to AdAge, GM plans on pushing its electric vehicle ambitions with two Super Bowl ads this year. AdAge reports the first ad will focus on Cadillac. Meanwhile, the second Super Bowl ad will focus on electric vehicles.

The Cadillac ad will reportedly be 60-seconds long and will plug the Cadillac Lyriq, the luxury brand’s first electric vehicle. The Lyriq is expected to arrive in dealerships in the first half of 2022. The 60-second corporate spot, AdAge reports, will build on the automaker’s “Everybody In” campaign, which aims to raise awareness for electric vehicles while also highlighting GM’s proprietary Ultium battery platform. 

Global Chief Marketing Officer Deborah Wahl declined to provide AdAge with any additional details for this year’s ad spots. However, The Wall Street Journal reports the GM ad spot is expected to include Will Ferrell. The Cadillac ad, on the other hand, looks as if it’s straight out of a scene from Edward Scissorhands.

“This year’s spot will surprise and delight audiences by transporting an iconic piece of pop-culture history into the future and will feature Lyriq, Cadillac’s first, all-electric vehicle as well as Super Cruise, the industry’s first true hands-free driver assistance feature for enabled roads,” said Cadillac CMO Mellisa Grady in a statement provided to AdAge.

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GM is one of the few automakers airing ads this Super Bowl

As it turns out, GM is one of the few automakers that will be airing Super Bowl ads this year. AdAge reports that to date, Hyundai, Audi, BMW, Lexus, Porsche, Mercedes-Benz, Volkswagen, and Ford have all said they have no plans to run Super Bowl ads during this year’s game. Meaning, we won’t be seeing very many Super Bowl ads from auto manufacturers this year.

But, it’s really no surprise that GM would choose to run a Super Bowl ad this year. After all, the automaker did introduce a redesigned corporate logo not too long ago. It also announced a massive $27 billion investment in electric and autonomous vehicles through 2025. 

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In a statement provided to CNBC, GM Chief Marketing Officer Deborah Wahl explained, “We’re 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.”

CNBC reports that this year marks GM’s second-consecutive year of advertising during the Super Bowl too. During last year’s game, the automaker previewed the GMC Hummer EV in a 30-second Super Bowl ad featuring NBA star LeBron James.