While people rooted for the Kansas City Chiefs or Tampa Bay Buccaneers last Sunday, General Motors waged a war with greater implications. The foe? Norway. General Motors’ war isn’t directed at the Norwegian people but at beating them for global leadership in electric vehicles sales.
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For a commercial that aired during the Super Bowl, the auto company recruited actors and comedians Will Ferrell, Kenan Thompson and Awkwafina (Nora Lum) to play three Americans ready to fight Norway for EV supremacy. The commercial is part of GM’s “Everyone In” ad campaign designed to bring electric vehicles into the mainstream and increase North American sales.
So far, the Chevy Bolt has been General Motors’ EV offering. But in the last few months, the company has introduced the new Cadillac Lyriq SUV and the GMC Hummer EV. Hummer fans may be able to buy an electric model by the end of 2021. The Lyriq will likely go into production late next year. Both of these vehicles are featured in the Super Bowl commercial. General Motors has promised 30 models at a variety of price points coming out over the next four years and plans to sell only electric vehicles by 2035.
“We feel like this transition is one that will protect all of our futures,” said Dane Parker, GM’s chief sustainability officer. “And it will help us create a future that will benefit not only the planet but the people.”
So why take on Norway? More than half of cars sold in the Scandinavian country are electric, compared to about 4% in the U.S. General Motors was careful to prepare Norwegian leaders in advance of airing the commercial. The officials must have had a sense of humor about it, because part of the commercial was even filmed in Norway.
Ultimately, the Super Bowl ad pokes fun at Americans, not Norwegians. Especially the ending, which mocks Americans’ notoriously bad grasp of geography when Will Ferrell winds up in Sweden while Awkwafina and Thompson find themselves on a snowy road in Finland.
Images via General Motors