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Cadillac wants to sharpen public opinion on the brand, and more super bowl public to know they have seriously advanced technology. This is the main theme of the brand’s Super Bowl 55 commercial, which parodies Tim Burton’s classic 1990 film Edward Scissorhands.
The ad, which is set to air during Super Bowl LV, features Timothée Chalamet as Edward’s son, Edgar, and Winona Ryder reprise her role as Edward’s love interest in the original film, Kim Boggs. As we watch Edgar suffer the hardships of scissor-like-hands life, Boggs notices when he finds the joy of driving through a virtual reality headset.
This leads to a hell of a gift from his mother: a Cadillac Lyriq equipped with Great cruise, the company’s hands-free driver assistance technology. It’s a little strange that Edgar likes conduct, so he gave a car that allows hands-free cruising. I guess that’s a pretty small problem compared to, you know, having long, sharp blades for your fingers. While it’s best to take the Super Bowl commercials at face value and see them as living in their own timeline, there’s also something a little odd about parodying a rather dark movie that ends in the fact that Kim never sees Edward again. I digress.
“Rarely does a work you are proud of continues to live and evolve over time, even after 30 years,” Burton, director of Edward Scissorhands, said in a statement. “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 enjoy it.”
On its own, the Scissorhands parody gets the Cadillac point of view across: Super Cruise makes driving easy, even if you’re some sort of unfinished humanoid drowning in awkwardness.
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