Harrison Ford is promoting Jeep and American values in Stellantis’ latest Super Bowl commercial, amidst turmoil in the auto industry, including CEO changes and a shift towards electric vehicles. Stellantis, the parent company of Jeep, decided to participate in this year’s Super Bowl, unlike other carmakers that opted out due to industry uncertainty. Chief Marketing Officer Olivier Francois noted that he was inspired to evoke the “comeback” spirit reminiscent of past successful ads, particularly from former Chrysler CEO Sergio Marchionne.
The ad features Ford discussing themes of liberty and personal storytelling, with modern Jeep models showcased alongside a nod to competitors like the Ford Bronco. The two-minute spot aims to connect emotionally rather than simply showcase vehicles, utilizing Ford’s star power to deliver heartfelt messages about happiness and personal choices. Filmed in December 2023, the ad indicates Stellantis’ strategy to blend traditional vehicles with an acknowledgment of the industry’s electric future, while avoiding the frantic pivots seen in other firms.
Francois emphasized that marketing should be viewed as an investment rather than a cost, reflecting a strategic approach as Stellantis navigates ongoing industry shifts.
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