Cadillac LYRIQ Integrated Product Reveal: Edgar Scissorhands Super Bowl Campaign
To unveil the all-new Cadillac LYRIQ, an electric vehicle redefining luxury, we developed a fully integrated campaign that debuted during the high-stakes spotlight of the 2021 Super Bowl. A key highlight of the LYRIQ is its cutting-edge, hands-free driving technology—Super Cruise. During the ideation process, the team tapped into 90s nostalgia, reimagining the iconic film Edward Scissorhands and creating a new character—Edgar Scissorhands.
We teamed up with one of the world’s biggest stars, Timothée Chalamet, to bring Edgar to life. The story? Edgar, like his predecessor, is unable to drive due to his scissorhands—until his mother, played by the original movie’s Winona Ryder, gifts him a Cadillac LYRIQ. With Super Cruise technology, Edgar can finally get behind the wheel.
The campaign, launched as a mock movie trailer, created massive buzz and was named the “Coolest Spot of the Year” by Vogue. It was more than just a Super Bowl ad—it was a fully integrated effort, spanning PR, digital, and social channels, ensuring a surround-sound impact for Cadillac’s entry into the EV market.
Brian Phelps 