DETROIT – Normal Motors will trip the wave of nostalgic Hollywood reboots for its Tremendous Bowl 56 industrial by resurrecting villains from the “Austin Powers” film franchise to advertise its new electrical automobiles.

The 60-second spot stars actor and comic Mike Myers reclaiming his function as Dr. Evil from the spy comedy trilogy that ran from 1997 to 2002. It additionally options Dr. Evil’s sidekicks performed by Rob Lowe, Seth Inexperienced and Mindy Sterling.

The advert begins with the villains taking on GM’s headquarters in Detroit. Dr. Evil then plans to overhaul the world, however the henchmen persuade him to as a substitute first combat local weather change – “arguably the No. 1 risk to the world now,” Inexperienced’s character says – earlier than trying to overhaul the planet.

Apart from the characters themselves, the advert options jokes and themes from the “Austin Powers” motion pictures. It additionally consists of GM’s new “Ultium” EV platform, a number of of the automaker’s new EVs and autonomous idea automobiles, together with a simulated “flying automotive.”

The advert is a part of the automaker’s “All people In” advertising marketing campaign, which it introduced simply over a yr in the past to boost consciousness of its electrical automobiles, together with 30 new EVs globally by 2025.

“We nonetheless have to proceed work on that concept of normalizing EVs and assist People throughout the nation really see themselves in a single,” GM Chief Advertising and marketing Officer Deborah Wahl stated throughout a media briefing. “That is actually a core a part of our total enterprise technique at Normal Motors. We’ll have an EV for each worth level and way of life.”

GM’s “All people In” marketing campaign made its Tremendous Bowl debut final yr, with an advert that includes actor and comic Will Ferrell waging a battle towards Norway over EVs.

The brand new advert marks the second-consecutive yr GM is rebooting a film for a Tremendous Bowl advert. In 2021, the automaker resurrected the 1990 movie “Edward Scissorhands” for its luxurious Cadillac model.

Wahl declined to touch upon how a lot GM spent to provide and air the advert. A 30-second spot within the Tremendous Bowl prices advertisers round $6.5 million, with a number of spots promoting for $7 million, in line with trade journal AdAge.

Beneath is a 90-second model of GM’s new advert, which the corporate launched Thursday forward of the sport. It was developed by the Detroit-based workplace of McCann Worldgroup.