Cadillac on Reviving a Cult Classic
Storytelling for the masses — including those with scissors for hands.
One thing about me is that I can’t drive. However, as someone who grew up with a younger brother and a father obsessed with all things with four wheels (or less). It was impossible for me not to love some car brands as time went by. One of those, without a doubt, is Cadillac.
Although the brand had been experiencing declining sales since 2015 — with the exception of a sudden increase in 2023. The year was 2021 when Cadillac launched their Super Bowl ad featuring Academy Award nominee and teen girl heartthrob — Timothée Chalamet, playing cult classic Edward Scissorhands’ son.
Reviving a Cult Classic
In order to promote Cadillac’s new Lyriq hands-free driving technology, the brand decided to use one of Hollywood’s most original stories. Edward Scissorhands, Tim Burton’s 1990 film, that tells the story of a man who has, as the name says, scissors for hands and how he interacts with the world around him.
To do so, Cadillac contacted Timothée Chalamet — who looks incredibly similar to a young Johnny Depp — to enact Edgar, Edward’s son, who has inherited his father’s features and struggles. To make things even more interesting, they also convinced Winona Ryder, who plays Kim Boggs — Edward’s love interest — to reprise her role from the film, now as Edgar’s mom.
In the ad, Edgar navigates life in a world that has not been designed for him. Where he is unable to get on a bus, work, or even play football without causing a disaster. His mother notices his struggles and finds the perfect solution for him. In this case, Cadillac Lyriq’s Super Cruise driver-assistance system.
Mixing Nostalgia and Storytelling
Now, what is particularly special about this ad is how it manages to touch people’s emotion by both evoking feelings of nostalgia and sympathy. It is impossible for the audience not to feel drawn to this commercial, as it uses an all-time favorite film, and a main character with an obvious problem.
With its use of music, scenery, and naturally, a happy ending, Cadillac managed to connect with their audience while subtly promoting their new product.
The story seems to fit perfectly into Cadillac’s overall brand strategy. Considering Cadillacs have been loved across generations the same way Tim Burton’s movies have.
Reactions from the Digital Space
If you had the opportunity to watch the ads during the 2021 Super Bowl, you may recall how this commercial was a necessary break from all the satire and extravaganza typically associated with media of this magnitude.
More than anything, the story sparked conversation, as people ran to Twitter and Instagram to comment on the commercial and increased interest in Cadillac’s new model.
All in all, I would say this story was a win, for Cadillac, as it found the perfect storyline to promote the LYQRIC, for film enthusiasts everywhere, and for any consumer looking for a scissorhands-free, cutting-edge electric vehicle.
