Register

    David Shane Directs Timothée Chalamet, Winona Ryder In “Edward Scissorhands”-inspired Super Bowl Spot For Cadillac LYRIQ, Leo Burnett Detroit

    By SHOOTUpdated:No Comments3934 Views

    Cadillac’s electric future is illuminated with a “slice” of nostalgia from Tim Burton’s “Edward Scissorhands” universe, in a new commercial debuting in the fourth quarter of this year’s Super Bowl.

    Directed by David Shane of O Positive for Leo Burnett Detroit, the spot stars Timothée Chalamet, as Edward Scissorhands’ son Edgar, and Winona Ryder, reprising her role as Kim, who is also Edgar’s mother. 

    “It’s rare when a work you’re proud of continues to live on and evolve with the times, even after 30 years,” said Tim Burton, who directed the original 1990 film. “I’m glad to see Edgar coping with the new world! I hope both fans and those being introduced to Edward Scissorhands for the first time enjoy it.”

    In the spot, Edgar, who has inherited his father’s shears for hands, finds many of life’s tasks difficult. To make them a little easier, Kim presents him with a new Cadillac LYRIQ — the brand’s first all-electric vehicle. Not only does he have his own transportation, but the LYRIQ is also equipped with the Super Cruise hands-free driver assistance feature, allowing him to confidently let go of the wheel when the system is engaged, and the vehicle is on an enabled road. 

    “We love the creative concept of Super Cruise and the LYRIQ opening up Edgar’s world and bringing confidence to his daily life,” said Melissa Grady, Cadillac chief marketing officer. “At a time when people are looking for an escape from the challenges of the past year, it was a privilege to revisit the beloved story of Edward Scissorhands in a fresh, modern way and showcase Cadillac’s electric future during the biggest game of the year.” 

    Super Cruise will be available on the 2021 Cadillac Escalade, CT4 and CT5, as well as the upcoming LYRIQ. 

    Credits

    Client Cadillac LYRIQ Agency Leo Burnett Detroit Robert Clifton Jr., Matt Cramp, Matt Turner, Jason LaFlore, creatives; Patrick O’Brien, executive producer; Chris Bridgland, Steve Lampert, Ted Gott, strategy; Dayna Elconin, cross channel strategy; Bob Samuel, consulting producer. Production O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Devon Clark, head of production; Jeff Cronenweth, DP; Maia Javan, production designer; Melissa Des Rosiers, costume designer. Editorial MackCut Gavin Cutler, editor; Megan Heard, assistant editor; Gina Pagano, exec producer. Color  Company 3 Tim Masick, colorist. VFX/Post Framestore Larissa Berringer, exec producer; Jamie Hoskins Smith, sr. producer; Alex Roesch, production coordinator; Aron Hjartarson, executive creative director. Music Yessian Dan Zank, music arranger; Michael Yessian, head of production; Brian Yessian, chief creative officer; Gerard Smerek, exec producer/music mixer. Sound Design MackCut Sam Shaffer, sound designer. Audio Post MackCut Sam Shaffer, mixer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:David ShaneLeo Burnett DetroitO PositiveSuper Bowl



    The Best Work You May Never See: Rodrigo Garcia Saiz Directs “The HInVisible Celebrity” To Address Spain’s Stigma Over HIV

    Wednesday, December 25, 2024

    Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”

    Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?

    The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.

    The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More

    MySHOOT Profiles


    Add A Comment