Key Highlights
- Stellantis aired two Super Bowl commercials, becoming the only automaker to advertise during Super Bowl 59.
- The ads were part of a strategy to show the company’s dedication to the U.S. market amid industry uncertainty.
- Actor Harrison Ford featured in a two-minute Jeep ad that promoted freedom and individuality.
- Stellantis showcased both electric vehicles (EVs) and traditional combustion engine models in its commercials.
Why Stellantis Chose the Super Bowl Stage
While other automakers skipped Super Bowl advertising this year, Stellantis—the parent company of Jeep and Ram—took a bold step. Chief Marketing Officer Olivier Francois revealed that Stellantis Chairman John Elkann insisted on participating in the big game to signal a “comeback” and reaffirm the company’s commitment to the U.S. market.
“Elkann called me in December saying, ‘We want to show America how much it matters to Stellantis,’” Francois shared.
The Comeback Story: Inspired by Legacy
Stellantis, formerly Fiat Chrysler, has a reputation for symbolic and nontraditional ads under Francois. Past Super Bowl campaigns, like the iconic 2011 ad featuring Eminem and the city of Detroit, emphasized grit and renewal. Elkann directed Francois to recapture that spirit, even invoking the legacy of late Fiat Chrysler CEO Sergio Marchionne, who championed bold marketing strategies.
“Sergio believed in taking risks, saying, ‘Mediocrity is not worth the trip,’” Francois explained.
The Jeep Ad: Harrison Ford Takes Center Stage
Actor Harrison Ford starred in a two-minute Jeep ad titled “Owner’s Manual,” filmed in Santa Clarita, California. The commercial blended themes of freedom, individuality, and American values, with Ford delivering a heartfelt monologue:
“Choose what makes you happy. My friends, my family, my work make me happy. This Jeep makes me happy—even though my name is Ford.”
The ad subtly referenced Jeep’s competitor, the Ford Bronco, further emphasizing Jeep’s heritage and leadership in the off-road segment.
Rewriting Automotive Advertising: A Strategic Shift
Unlike recent Super Bowl ads that heavily focused on electric vehicles, Stellantis opted for a balanced approach, showcasing plug-in hybrids, traditional models, and EVs. Francois criticized the industry’s earlier EV push as “running like headless chickens.”
“The timing allowed us to craft a message that was more relevant, avoiding the EV-only hype,” he explained.
Marketing as an Investment
Stellantis Chairman John Elkann has championed marketing as an essential investment rather than a cost. While the company did not disclose exact figures, Super Bowl ads this year cost up to $8 million for 30 seconds of airtime.
Francois concluded, “Marketing is no longer a cost. It is an investment in our future.”
A Bold Move Amid Industry Uncertainty
By airing its Jeep and Ram ads during Super Bowl 59, Stellantis set itself apart in the automotive industry, demonstrating resilience, creativity, and a focus on the U.S. market.
