In a 60-second Super Bowl ad for Cadillac, Timothée Chalamet as Edward Scissorhand's son Edgar and Winona Ryder play their role as Kim, who is also Edgar's mother.
More than 30 years after starring Johnny Depp in Edward Scissorhands, actress Winona Ryder is repeating her role as his love interest in the 1990 film for a Super Bowl commercial for Cadillac.
The 60-second commercial, which aired on Sunday morning, featured Ryder as Kim and the mother of Edgar Scissorhands, the son of Depp's character who had large metal scissors for his hands. Edgar, played by Timothée Chalamet, inherited his father's hands and the challenges that came with them.
Throughout the ad, Edgar struggles to function in everyday society due to his scissorhands (he's a pretty good sandwich artist, however). Ryder relates the ad as Kim, who in one scene sees her son playing a virtual reality racing game. That gives them the idea of getting the presumably adolescent boy a Cadillac Lyriq Crossover, an upcoming fully electric vehicle from the company.
Why the Lyriq? Because it comes with GM's Super Cruise driver assistance system, which drives hands-free on more than 200,000 miles of roads in the US and Canada. Edgar still has to drive on the city streets, but it would likely cause less damage to the driver's cockpit on longer trips.
"It is rare that a job that you are proud of lives on after 30 years and evolves over time," said Tim Burton, director of the original film, in a statement. "I'm glad to see Edgar deal with the new world! I hope it is fun for both the fans and those first introduced to Edward Scissorhands."
According to Cadillac, Burton was involved in the filming and acted as an advisor.
Prior to the ad's launch, GM's chief marketing officer, Deborah Wahl described Super Bowl commercials as outstanding. This year in particular, she said everyone needs some humor after most considering a challenging year due to the coronavirus pandemic.
Will Ferrell will appear in GM's upcoming Super Bowl commercial, an extension of the company's "Everybody In" advertising campaign for electric vehicles.
The Cadillac ad is one of two 60-second comedic ads that will air for the automaker during the Super Bowl. The other spot – called "No Way, Norway" – shows actor Will Ferrell, who brings comedians Kenan Thompson and Awkwafina together to fight Norway for all-electric vehicles.
GM launched a new corporate-level advertising campaign last month – the first in more than a decade – that focused on the automaker's electric vehicle efforts, including 30 new models worldwide by 2025, including the Cadillac Lyriq in the first quarter of next year.