Stellantis, the multinational automotive company, made a significant splash this year by being the only automaker to air a commercial during Super Bowl 59. The two-minute advertisement featured Jeep, starring the legendary actor Harrison Ford. The commercial, shot over two days in early December in Santa Clara, California, marked a strategic move by Stellantis to reaffirm its dedication to the U.S. market while showcasing its iconic Jeep brand.
The decision to create the ad came after a pivotal phone call from Stellantis Chairman John Elkann to Chief Marketing Officer Olivier Francois, following the departure of CEO Carlos Tavares in December. Elkann expressed his desire to communicate the company's commitment to the United States, urging Francois to draw inspiration from the late-Fiat Chrysler CEO Sergio Marchionne's philosophy of "playing like you have nothing left to lose."
"We were not set to make a commercial. John Elkann called me in December, saying, you know, 'I want something. I want to make a comeback. We want to show, to express, that comeback story. We want to show America how much it is important to the Stellantis group,'" – Francois
Francois, known for his nontraditional and symbolic ads featuring iconic celebrities, embraced Elkann's vision. The script and creative concepts for the ad emerged from within Stellantis, with input from external agencies. This approach allowed the company to craft a message that resonated with viewers by highlighting its commitment to both traditional vehicles and electric vehicles.
The commercial featured a Jeep passing a Ford Bronco, subtly nodding to its rival while reinforcing Jeep’s adventurous spirit. Harrison Ford's presence added gravitas and allure to the storyline. Ford himself found the script compelling and straightforward, aligning with his personal ethos.
"I said 'yes' to doing this commercial because of the script. It's a very straightforward communication about life and ends with getting in a Jeep vehicle, that's the hook. It didn't require me to reintroduce myself, point to the fact that in my life I've been many things and known for specific projects or roles," – Harrison Ford
"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. That's my owner's manual. Get out there, write your own." – Harrison Ford
Stellantis aimed to convey its "comeback" spirit following years of cost-cutting measures and underwhelming sales in the U.S. The commercial served as a narrative tool beyond mere advertising, reflecting Elkann’s belief that marketing should transcend simple transactional goals.
"I want to make a comeback. We want to show, to express, that comeback story. We want to show America how much it is important to the Stellantis group" – John Elkann
Francois noted that other automakers likely refrained from participating in this year's Super Bowl due to previous years’ lackluster returns on investment when promoting electric vehicles not yet available for sale.
"In the last years, there was plenty of automakers, all of them [touting] EVs, EVs that didn't even exist," – Francois
The ad’s release turned into an unexpected success story for Stellantis. Francois reflected on the serendipity of Elkann’s December call, suggesting that it allowed them to craft a message that was timely and relevant.
The ad not only underscored Stellantis’ commitment to its U.S. market presence but also highlighted its dedication to innovation in electric vehicles while celebrating its traditional roots. The inclusion of both electric and internal combustion engine vehicles within the ad further demonstrated Stellantis' dual focus on heritage and innovation.