David Shane Directs Timothée Chalamet, Winona Ryder In "Edward Scissorhands"-inspired Super Bowl Spot For Cadillac LYRIQ, Leo Burnett Detroit
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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 Super Bowl.
Directed by David Shane of O Positive for Leo Burnett Detroit, the spot stars Timothée Chalamet, as Edward Scissorhands’ son Edgar, and Winona Ryder, reprising her role as Kim, who is also Edgar’s mother.
“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.”
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 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.
“We love the creative concept of Super Cruise and the LYRIQ opening up Edgar’s world and bringing confidence to his daily life,” said 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.”
Super Cruise will be available on the 2021 Cadillac Escalade, CT4 and CT5, as well as the upcoming LYRIQ.
Client Cadillac LYRIQ Agency Leo Burnett Detroit Robert Clifton Jr., Matt Cramp, Matt Turner, Jason LaFlore, creatives; Patrick O’Brien, executive producer; Chris Bridgland, Steve Lampert, Ted Gott, strategy; Dayna Elconin, cross channel strategy; Bob Samuel, consulting producer. Production O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Devon Clark, head of production; Jeff Cronenweth, DP; Maia Javan, production designer; Melissa Des Rosiers, costume designer. Editorial MackCut Gavin Cutler, editor; Megan Heard, assistant editor; Gina Pagano, exec producer. Color Company 3 Tim Masick, colorist. VFX/Post Framestore Larissa Berringer, exec producer; Jamie Hoskins Smith, sr. producer; Alex Roesch, production coordinator; Aron Hjartarson, executive creative director. Music Yessian Dan Zank, music arranger; Michael Yessian, head of production; Brian Yessian, chief creative officer; Gerard Smerek, exec producer/music mixer. Sound Design MackCut Sam Shaffer, sound designer. Audio Post MackCut Sam Shaffer, mixer.