General Motors released its comedic Super Bowl spot, starring Will Ferrell, Wednesday morning.
Besides Ferrell, who the automaker used to tease the spot on Monday, the spot from Commonwealth//McCann Detroit also features comedians Kenan Thompson (“SaturdayNight Live”) and Awkwafina (“Crazy Rich Asians”). The latter also recently appeared in a Heineken spot.
The premise of the 90-second spot, "No Way, Norway," is Ferrell discovering Norway far outpaces the United States in electric vehicle adoption. He decides to give Norwegians a piece of his mind and takes Thompson and Awkwafina on the action-packed journey.
A 60-second version of the ad will air during the first quarter.
Since the 2014 Super Bowl, “funny” ads have remained a staple. At least 53% of ads were viewed as funny in each of the past seven years and hit a high-water mark of 69% of spots during the 2020 game (68% in 2014), according to iSpot.tv.
Also, the use of celebrities in ad creatives have continued to trend. Super Bowl LIV had a record number of celebs appearing in 78% of all ads last year compared to 31% during the 2010 game, per iSpot.tv.
The spot is an extension of GM's “Everybody In” campaign, which launched in January to excite a new generation of vehicle buyers and accelerate EV adoption while showcasing the company's Ultium battery platform. The spot features upcoming Ultium-powered electric vehicles, including the Cadillac LYRIQ luxury SUV and the GMC Hummer EV.
“I’ve been driving an EV since the mid-80s....well, actually it was a regular car with 4 AA batteries taped to the carburetor, but it felt like an EV! We’re coming for you, Norway!!” said Ferrell in a release.
Deborah Wahl, GM global chief marketing officer, says the company admires Ferrell’s “passion” for EVs and that General Motors “shares Norway’s pursuit of an all-electric future.”
Well over half of the vehicles sold in Norway are electric. Comparatively, EVs made up less than 4% of market share in the United States in 2020. GM’s flexible Ultium platform is designed to improve EV accessibility for all, powering everything from mass-market to high-performance vehicles.
GM is committed to bringing 30 new EVs to market globally by 2025.