Amongst the commercials scheduled to air during the Super Bowl LV there were General Motors‘ two ads, one diplomatically “threatening” Norway that they “are coming,” and the other carrying the viewers into a Tim-Burton-inspired story.

Being an extension to the company’s “Everybody In” campaign dedicated to empowering drivers to adopt electric vehicles while showcasing the company’s Ultium battery platform, one of GM’s Super Bowl LV ads, a 60-second-version of the video titled “No Way, Norway,” stars actor Will Ferrell declaring some sort of “war” against the Nordic country. So why, of all the countries on Earth, is Norway seen as something to be “crushed?” Before exploring the story even further, it is worth mentioning that, according to CNBC, the brand said that they alerted “the country’s leaders about the light-hearted ad before releasing it.”

With its impressive landscapes, it is no wonder that “All Norwegians are so connected to nature, it’s a very strong part of our history, and defines us as a country, says Gørill Kvamme, Managing Director and Adviser at Neue, a design studio that worked on an original passport design that reveals the country’s best-kept secrets once put under UV light. And maybe it is due to this connection citizens have with nature that over half of new vehicles sold in Norway are electric now. By comparison, electric vehicles sum up to less than 4 percent of the market share in the US in 2020.

To give Norwegians a piece of his mind, Ferrell started a journey all the way across the ocean. And he isn’t alone in this mission: His “army” is made of members such as Kenan Thompson and Awkwafina, who use the upcoming Ultium-powered EVs, including the Cadillac LYRIQ luxury SUV and the GMC HUMMER EV super truck, to travel to Norway.

Made following a collaboration with McCann Detroit / McCann Worldgroup, the spot opens with Ferrell addressing a “did you know fact” to the audience: Norway sells more electric cars per capita than the US? “Well, I won’t stand for it,” says the actor as he punches a world globe, which remains “glued” to his hand for the rest of the adventure. He’s set to “crush those lugers,” thanks to GM’s Ultimum Battery. In his way to “crush them!”, the actor reaches for Kenan Thompson and Awkwafina’s help, and the three of them have to meet on the other side of the Atlantic in just an hour! Unfortunately, perhaps due to lack of planning and the fact that they traveled separately because “Knowing Will, he’s probably flying private,” they end up somewhere else: Finland and Sweden.

“I’m excited to be a part of GM’s commitment to EVs,” said Ferrell. “I’ve been driving an EV since the mid-80s… well, actually it was a regular car with four AA batteries taped to the carburetor, but it felt like an EV! We’re coming for you, Norway!”

“The big game is the perfect venue for the incomparable Will Ferrell to encourage us all to reconsider what we know about electric vehicles, and to invite ‘Everybody In’,” said Deborah Wahl, GM Global Chief Marketing Officer. “We admire his passion for EVs and share Norway’s pursuit of an all-electric future.”

The other ad puts the spotlight on the Cadillac LYRIQ crossover in a story that seems to be the sequel to the famous Edward Scissorhands movie. It stars Timothée Chalamet, as Edgar, Edward Scissorhands’ son, and Winona Ryder as Kim and mother of Edgar. The boy inherited not only the father’s hands but also the challenges that Depp’s character encountered during his lifetime in the 30-year-old movie.

Implemented by the agency Leo Burnett Detroit, the ad features the boy and all the problems he has because of his hands. In one scene, his mother catches him playing a VR racing game, giving Kim the idea of getting Edgar behind a Cadillac LYRIQ crossover’s wheel. The upcoming 100% EV from GM is equipped with the Super Cruise driver-assist feature, allowing him to drive hands-free.

Tim Burton approved the concept for the ad and had a few words to say about it: “It’s rare when a work you’re proud of continues to live on and evolve with the times, even after 30 years. 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.”

“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,” Melissa Grady, Cadillac Chief Marketing Officer, continues.

Credits:

Client: General Motors // Cadillac

Ad: No Way, Norway

Agency: McCann Detroit / McCann Worldgroup

Ad: ScissorHandsFree

Agency: Leo Burnett Detroit