Last February, General Motors teased the then upcoming GMC Hummer EV via a pair of 30-second ad spots during Super Bowl LIV. Not a bad time to show off a new vehicle, especially if you have the help of NBA superstar Lebron James. While those two ads helped to usher in GM’s “quiet revolution”, things are a bit different now. The automaker has committed to becoming a full-fledged electric vehicle manufacturer, and is in the middle of redefining their brand identity. With some 30 new EVs slated to arrive globally by 2025, General Motors has decided to come back to the Big Game this year for another run of ads. Once again, the two commercials will feature exclusively electric vehicles.
General Motors confirmed their ad purchases with CNBC earlier this week, though the automaker refused to go into much detail. That said, we do know that one of the ads will focus on General Motors as a brand, the first time such a commercial has aired during the Super Bowl in more than a decade. This ad is expected to highlight several of the brand’s upcoming EVs, and will likely carry General Motors’ new “everyone in” tagline.
The second ad-spot has been reserved for Cadillac, marking the brand’s first Super Bowl commercial since 2012. More specifically, GM confirmed that the ad will feature the upcoming Cadillac Lyriq and its Super Cruise capabilities. Unlike the ad-spots during Super Bowl LIV, General Motors has ponied up for two 60-second ads this time around. They clearly want people to see what they’ve been up to.
Thus far, there is no indication that GM plans to show off the GMC Hummer EV during Super Bowl LV. That said, it does seem odd that they wouldn’t highlight their most luxurious electric offering. Perhaps the truck, or even the SUV, will make an appearance during the automaker’s own spot. It is also possible that we will see some of those recent concept vehicles in better light, which would be welcome.
If you aren’t planning on tuning in to Super Bowl LV to watch Tom Brady’s Buccaneers take on the defending Kansas City Chiefs, you don’t have to worry. General Motors will almost certainly publish the ads online ahead of time, as has become the norm. So we’ll likely know ahead of time if the GMC Hummer EV has an ad or not. You should probably still tune in to the game, however.