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Jeep’s Super Bowl ad, narrated by Harrison Ford and filled with patriotic imagery, carried the brand’s signature bold messaging.
While past Jeep ads have delivered cultural commentary with figures like Bruce Springsteen and Eminem, Stellantis Global CMO Olivier François emphasized that this year’s spot focused less on politics and more on Jeep’s legacy of freedom and choice, Automotive News said.
Directed by James Mangold and produced in-house, the ad highlights the ability to choose a vehicle that fits any lifestyle or stage of life.
“Freedom is the roar of one man’s engine and the silence of another’s,” Ford said, hoping to bring to light the differences between automotive buying practices and personal life choices.
Vehicles featured in the advertisement include a gas-powered Jeep Wrangler, a Jeep Wrangler 4xe plug-in hybrid, and an all-electric Jeep Recon, according to Automotive News
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Jeep, a brand built on resilience and freedom, carries a legacy that transcends politics.
“It’s a brand that was sent to Europe to free Europe,” says Stellantis Global CMO Olivier François, noting Jeep’s consistent ranking as America’s most patriotic brand. “So it can live in whatever political context.”
The visuals seamlessly blend Jeep's history and impact, featuring archival footage of World War II Jeeps and a modern-day soldier reuniting with his child, USA Today said.
The production faced significant challenges, Automotive News said.
“We created this whole piece very late in the process,” Olivier François, the Global Chief Marketing Officer (CMO) of Stellantis said from Los Angeles.
Filmed in Santa Clarita, California, the shoot wrapped in just two days—just before wildfires forced evacuations.
“Harrison himself had to evacuate. The director evacuated. The producer lost his house,” François said.
Despite the chaos, the team pushed through.
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