DETROIT — Dr. Evil has met his final enemy: local weather change.
That is the message in Common Motors‘ Tremendous Bowl industrial this 12 months. When the antagonist of the Austin Powers motion pictures learns that local weather change has displaced him as the most important menace to the world, he is decided to reclaim prime villain standing by getting everybody in an EV.
“I simply love the truth that evil turns into good as a result of as a way to be unhealthy, it’s a must to conquest the best evil on the market,” Deborah Wahl, GM’s chief advertising officer, advised reporters Wednesday.
GM labored with McCann on the advert, titled “Dr. EV-il.” A 60-second model is scheduled to air Sunday throughout the third quarter of Tremendous Bowl LVI, when the Cincinnati Bengals tackle the Los Angeles Rams. GM additionally will put up a 90-second model on-line, together with a number of teasers.
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The automaker tapped Mike Myers to reprise his position as Dr. Evil. He is joined by Austin Powers solid members Rob Lowe, Mindy Sterling and Seth Inexperienced.
The advert’s message extends past a advertising marketing campaign, Wahl mentioned.
“That is actually a core a part of our whole enterprise technique at Common Motors,” she mentioned.
GM plans to take a position $35 billion in electrical and autonomous car growth and launch 30 EVs globally — in varied segments and worth factors — by way of 2025. The advert reveals GM’s newly launched GMC Hummer EV pickup and its upcoming Ultium-powered EVs: the Hummer SUV, Chevrolet Silverado EV, Cadillac Lyriq and BrightDrop EV600 van, together with Cadillac idea automobiles.
“We needed to make use of the Tremendous Bowl platform to proceed to boost consciousness of the necessary position that EVs can play in preventing local weather change,” Wahl mentioned.
Final 12 months, GM ran three Tremendous Bowl adverts showcasing EVs. One promoted the Lyriq crossover, with an Edward Scissorhands theme, and one other inspired the concept EVs are for everybody. Comic Will Ferrell starred in GM’s third industrial, which pushed GM’s proprietary Ultium batteries and made Norway — the world’s prime EV market — the enemy. The advert prompt that the U.S. would quickly beat Norway in EV gross sales.
A 12 months in the past, EV consideration within the U.S. was solely 5 %, Wahl mentioned. A 12 months later, consideration has surged to 39 %, in line with GM analysis.
“I feel we performed our position in ensuring that within the U.S. that persons are beginning to see EVs another way,” Wahl mentioned.
Nonetheless, she mentioned, GM and the trade will proceed to work on “normalizing EVs and assist People throughout the nation really see themselves in a single.”