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Actor Harrison Ford endorses Jeep while highlighting American themes and subtly critiquing a rival automaker during Stellantis’ recent Super Bowl commercial.
DETROIT — A significant leadership change, challenges in the electric vehicle sector, and a resurgence in the company’s U.S. presence converged to make Stellantis, the parent company of Ram and Jeep, the sole automaker to present a commercial during Super Bowl 59.
According to Stellantis Chief Marketing Officer Olivier Francois, other car manufacturers opted out of the annual event due to industry uncertainties and financial constraints. In contrast, Francois emphasized the importance of Stellantis making a statement by returning to the Super Bowl, especially in light of recent challenges.
Following the sudden resignation of CEO Carlos Tavares in December, Stellantis Chairman John Elkann reached out to Francois, urging him to create a commercial that would signify a recommitment to the U.S. market. “We were not originally planning a commercial. John Elkann called me in December and expressed a desire for a comeback story, highlighting America’s importance to Stellantis,” Francois shared with CNBC.
Stellantis, previously known as Fiat Chrysler, has gained attention for its unconventional advertising strategies, often featuring prominent celebrities that convey narratives beyond merely promoting new vehicle sales.
Elkann’s vision for reclaiming the “comeback” spirit harkens back to the company’s own revival narrative stemming from its 2009 bankruptcy, which was famously commemorated with a surprise two-minute Super Bowl ad in 2011 featuring rapper Eminem and showcasing Detroit’s resilience.
Francois noted that Elkann’s guidance extends beyond immediate concerns, as he also reflected on the philosophy of late Fiat Chrysler CEO Sergio Marchionne, who promoted making bold moves despite risks. “Sergio advocated for a fearless approach, suggesting that mediocrity is not worth pursuing,” Francois remarked. “This year’s Super Bowl creative execution embodies that spirit.”
The company’s recent Super Bowl ads have featured a range of celebrities, including Clint Eastwood, Bill Murray, and Bob Dylan. Their messages have frequently revolved around pertinent social topics instead of merely spotlighting specific vehicles.
Jeep Super Bowl Ad
This year’s Ram Trucks ad adopted a comedic approach, featuring actor Glen Powell in a playful retelling of “Goldilocks and the Three Bears.” However, the standout spot was the two-minute Jeep advertisement starring Harrison Ford.
Francois recounted that Ford initially declined a different concept for the ad, prompting him and former marketing executive Edward Razek to draft a fresh script. While it’s typical for CMOs to review agency-created scripts, Francois took a hands-on approach with the initial ideas.
In the Jeep ad, Ford reflects on the themes of freedom and self-determination, advising viewers to “write their own stories” in the absence of a prescribed “Owner’s Manual,” which is the title of the commercial. A notable scene features a Jeep Wrangler overtaking a Ford Bronco SUV, symbolizing the competitive rivalry.
“I was drawn to this commercial due to its straightforward message about life, culminating with the call to embrace the Jeep lifestyle,” Ford stated in a media release. “It offers a quiet yet impactful message, favoring personal reflections over self-promotion.”
The ad culminates with Ford suggesting, “Choose what brings you joy. For me, it’s my friends, my work, and this Jeep—despite my name being Ford. That’s my owner’s manual.”
Filming took place over two days with Ford in Santa Clara, California, in early December.
‘Headless Chickens’
The automotive sector has long been a leading player in Super Bowl advertising. Even during the financial downturn in 2008 and 2009, several brands like Toyota, Hyundai, and Audi chose to promote their vehicles during the game.
Francois speculated that the absence of other automakers this year can be attributed to previous years’ disappointments where many companies promoted electric vehicles that were not yet available. “Many manufacturers were scrambling, over-promoting non-existent EVs, leading to confusion in the market,” he commented.
This Super Bowl, while showcasing their commitment to electrification, Stellantis presented a mix of vehicles, including traditional combustion engines and hybrid models, emphasizing their adaptability.
Francois reflected on the late call from Elkann as a fortuitous moment that allowed for more relevant messaging. “It was an opportunity to rethink our advertisements and navigate the changing landscape rather than following the unrest in the industry blindly,” he explained.
While Stellantis has not disclosed the specific costs associated with the production or airing of their Super Bowl ads, which commanded upwards of $8 million for a mere 30 seconds, Francois highlighted Elkann’s perspective on marketing as a vital investment, not merely an expense.
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