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We don’t yet know which commercial will win the Super Bowl Sunday advertising wars, but the Cadillac sequel “Edward Scissorhands” – with Timothée Chalamet as Edgar Scissorhands, son of Edward and Winona Ryder reprising his role as Kim Tim Burton’s film in 1990 – is an excellent bet. The announcement, for the Cadillac LYRIQ, will air in the game’s fourth quarter as part of General Motors’ biggest star-studded push for its new electric cars.
That Ryder’s Kim was Edgar’s mother and that Edgar inherited from his father’s hands perfectly avoids the absence of Johnny Depp, who played Edward in the film. Depp was recently ousted from the “Fantastic Beasts” franchise after lose a defamation case a British tabloid which claimed to be a “woman’s drummer”.
“It’s the story of a boy with hand scissors,” Kim said of Ryder in a voiceover. “No, not that one.”
In an email interview, Ryder – who currently stars in Netflix’s “Stranger Things” – said Variety that she wanted to play Kim in the commercial because she “I loved the idea of working with Timothy, and the fact that it was an electric car was also important.
The ad uses Edgar’s different capabilities to illustrate the benefits of LYRIQ’s hands-free driving feature, called Super Cruise.
Life is hard for the dark Edgar: he is banned from the bus, he cannot play football without blowing the ball, and his boss in his restaurant job stifles his creativity. But when Kim buys a LYRIQ, he can drive.
And Edgar de Chalamet smiled for the first time.
Courtesy of Cadillac
“And Edgar left at sunset,” Kim says. “But don’t worry, he always comes home on time for dinner – every now and then.
“It was quite surreal to have Timothy play my son, Edgar, ”Ryder said. “Timothy is an amazing guy – so talented and sweet. I felt a fairly instant connection with him.
UTA Marketing represents General Motors and negotiated the partnership with the client UTA Chalamet. And TAlthough the spot was directed by prolific sales manager David Shane, Burton endorsed the concept and is quoted in Cadillac’s press release.
“Rarely does a work you are proud of continue to live and evolve over time, even after 30 years,” said Burton. “I am happy to see Edgar face the new world! I hope the fans and those who will be introduced to Edward Scissorhands for the first time will enjoy it.
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