General Motors on Wednesday released its Super Bowl ad that will star comedian and actor Will Ferrell touting the automaker's move toward an all-electric future.
In the 60-second spot, which will run during the first quarter of Sunday's game, Ferrell discovers that Norway far outpaces the United States in electric vehicle adoption. The spot, called "No Way, Norway," also features actors/comedians Kenan Thompson and Awkwafina, who join Ferrell on his journey to give Norwegians a piece of his mind.
GM released a 90-second version of the spot Wednesday. The shorter one that runs during the game is essentially the same, the only difference is some of the transition shots and pauses, said Stuart Fowle, GM spokesman.
“I’m excited to be a part of GM’s commitment to EVs,” Ferrell said in a statement. “I’ve been driving an EV since the mid-80s ... well, actually it was a regular car with four AA batteries taped to the carburetor, but it felt like an EV! We’re coming for you, Norway!”
The spot is an extension of GM's “Everybody In” campaign, which launched in January. It features media influencers trying to accelerate EV adoption. It showcases GM's proprietary Ultium battery platform that will underpin all of GM's upcoming new EVs.
GM will launch 30 new EVs by 2025. The first out will be the GMC Hummer EV pickup due later this year, followed early next year by the Cadillac Lyriq SUV. The spot features both vehicles.
“The big game is the perfect venue for the incomparable Will Ferrell to encourage us all to reconsider what we know about electric vehicles, and to invite ‘Everybody In’,” said Deborah Wahl, GM global chief marketing officer. "We ... share Norway’s pursuit of an all-electric future.”
GM will also run a 60-second spot during the game's fourth quarter that will feature GM's luxury brand, Cadillac. GM declined to say how much it is paying for the two time slots. According to AdAge, the cost of a 30-second commercial spot for last year's Super Bowl LIV was about $5.6 million.
More than half of new vehicles sold in Norway are electric. Comparatively, EVs made up less than 4% of U.S. market share last year. GM designed the Ultium platform to make EVs accessible across the lineup. Currently, GM's upcoming EV's remain high-priced. The Hummer Edition 1 starts at $112,595. The following editions will start at near $80,000.
The Ultium platform will offer an estimated 450 miles on a full charge and is capable of 0-60 mph in three seconds for some models, GM said. GM is testing second-generation technology and expects it will be available mid-decade. The advancements will bring EVs closer to price parity with gas-powered vehicles, GM said.
GM recently announced it will be carbon neutral in its global products and operations by 2040, and it "aspires" to eliminate tailpipe emissions from new light-duty vehicles by 2035.
