The Drum Awards for Marketing - Extended Deadline

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By John Glenday, Reporter

February 8, 2021 | 3 min read

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we look at Cadillac’s nostalgic Tim Burton-inspired Super Bowl spot.

Cadillac aimed to cut through Super Bowl hype in the company of Edward Scissorhands this season, with a nostalgic trip back in time with the 1990 Tim Burton classic.

Continuing the tale of Johnny Depp's incomplete fantasy android, the piece sees Timothée Chalamet play Edward's son Edgar with Winona Ryder reprising her role as Kim, Edgar's mother.

Together the pair demonstrate the everyday challenges inherent to living a life without the aid of an opposable thumb or ten digits, should your hands ever be replaced by lethal blades.

As with all good fairytales, a happy ending is provided when Edgar takes the wheel of an all-electric Cadillac LYRIQ equipped with a Super Cruise driver-assistance system - which is proven to be so versatile it can even be driven by a walking Swiss Army knife.

Burton remarked: “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.”

Promoting Cadillac's electric vehicle future by drawing inspiration from the past the lighthearted advert will debut during the fourth quarter of the big match.

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.”

Cadillac is the latest brand to tap into the emotive power of nostalgia top engage audiences with a host of household names from Bud Light to Cheetos and Tide who have tapped into fond memories and rose-tinted vision to alight on marketing messages which resonate with contemporary audiences.

The Drum closed last week with a round-up of those Super Bowl campaigns which did most to raise a smile during the dark days of a global pandemic. Chief among them is a spirited mash-up by drink entrepreneurs Ryan Reynolds, Sean Combs (P Diddy) and David Beckham who have united their Aviation American Gin, DeLeón Tequila and Haig Whisky brands for a much-needed pick me up.

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