GM’s 60-second Tremendous Bowl advert stars actor and comic Mike Myers reclaiming his function as Dr. Evil from the undercover agent comedy trilogy “Austin Powers” that debuted from 1997 to 2002. It additionally options Dr. Evil’s sidekicks performed by way of Rob Lowe, Seth Inexperienced and Mindy Sterling.
GM
DETROIT – Basic Motors is driving the wave of nostalgic Hollywood reboots for its Tremendous Bowl 56 industrial with the resurrection of villains from the “Austin Powers” film franchise to advertise its new electrical automobiles.
The 60-second spot stars actor and comic Mike Myers, reclaiming his function as Dr. Evil from the undercover agent comedy trilogy that ran from 1997 to 2002. It additionally options Dr. Evil’s sidekicks, Rob Lowe, Seth Inexperienced and Mindy Sterling.
The advert begins with the villains taking up GM’s headquarters in Detroit. Dr. Evil then plans to topple the sector, however the henchmen persuade him to as a substitute first combat local weather trade — “arguably the No. 1 danger to the sector now,” Inexperienced’s personality says. The advert additionally options jokes and subject matters from the film franchise.
The “Austin Powers” nostalgia is the automaker’s lead in to a presentation of its new Ultium electrical car platform, a number of new EVs and self sufficient idea automobiles, together with a simulated flying automotive.
The advert is a part of the automaker’s “Everyone In” advertising and marketing marketing campaign, which it introduced simply over a yr in the past to advertise those automotive classes, together with 30 new EVs globally by way of 2025.
“We nonetheless want to proceed paintings on that concept of normalizing EVs and assist American citizens around the nation in fact see themselves in a single,” GM Leader Advertising Officer Deborah Wahl stated all over a media briefing. “That is truly a core a part of our whole industry technique at Basic Motors. We’re going to have an EV for each worth level and way of life.”
GM’s “Everyone In” marketing campaign made its Tremendous Bowl debut remaining yr, with an advert that includes actor and comic Will Ferrell waging a combat towards Norway over EVs.
The brand new advert marks the second one consecutive yr GM is rebooting a film for a Tremendous Bowl advert. In 2021, the automaker resurrected the 1990 movie “Edward Scissorhands” as a foundation to advertise its luxurious Cadillac logo.
Wahl declined to touch upon how a lot GM spent to provide and air the “Austin Powers” advert. A 30-second spot within the Tremendous Bowl prices advertisers round $6.5 million, with a couple of spots promoting for $7 million, in step with business mag AdAge.
Beneath is a 90-second model of GM’s new advert, which the corporate launched Thursday forward of Sunday’s sport. It was once advanced by way of the Detroit-based workplace of McCann Worldgroup.
