by Matt Konkle
Managing Editor
This time around, there was no groundhog wistfully staring out of a Jeep Gladiator’s passenger side window.
No movie parody, either. No dancing animals, fireworks, famous singer, or an analog alarm clock repeatedly screeching music when the numbers flipped to 6 a.m.
Nope. None of that stuff.
In fact, Stellantis’ first Big Game television advertisement in two years didn’t even focus specifically on a single vehicle like many thought—such as the new all-electric Wagoneer S or the upcoming Recon.
Instead, in a closely guarded advertising secret that hit the air late in Sunday’s National Football League’s title game, Jeep’s two-minute spot combined star power and a creative tone that really sought to send a message of freedom and choice versus a focus on any one vehicle.
Oh, and the entire process also had a bit of luck, as the whole thing almost didn’t come together.
The commercial, dubbed ‘Owner’s Manual’, starred longtime Hollywood heavyweight Harrison Ford and was directed by James Mangold — who worked with Ford on the recent ‘Indiana Jones and the Dial of Destiny’, as well as directing other well-received films ‘A Complete Unknown', ‘Ford v. Ferrari’ and ‘The Wolverine.’
“Together with Harrison Ford and Oscar-nominated director James Mangold, we worked very closely with each other to create an intimate film that would stand out through its quiet nature, very much opposite of what viewers have come to expect from Big Game commercials, but very consistent with many of our past films for the event over the years,” said Stellantis’ Chief Marketing Officer Olivier Francois. “The Jeep brand ethos is one steeped in freedom, adventure and passion, born in America, but recognized and lived around the world. And as our 84-year history continues to unfold, we also want to remind our Jeep 4x4 vehicle owners that when they set out for the types of adventures for which our brand is singularly known to inspire, there will be a Jeep for everyone.
"I’m very proud about this in-house creation, a first at Stellantis for a Big Game commercial. It sets a new standard and creates a more meaningful and authentic way to collaborate with the industry’s most respected artists.”
In Sunday night’s advertisement, Ford looks right into the camera and tells the audience, “We get to write our own stories,” and that freedom in America is “Yes. Or No. Or maybe.”
The spot includes numerous Jeep electric vehicles as well as those with combustion engines.
"Freedom is for everybody. But it isn't free, it's earned," Ford says over archival footage of Jeeps in World War II and a soldier hugging his child. "There are real heroes in the world – but not the ones in the movies."
“Freedom is the roar of one man’s engine. And the silence of another’s,” Ford says. “We won’t always agree on which way to go, but our differences can be our strength.”
As the commercial winds down, Ford gets into a hybrid Jeep Wrangler after pulling out its charging plug and says, “Choose what makes you happy. This Jeep makes me happy—even though my name is (whispers) Ford.”
He finishes: “That’s my owner’s manual. Get out there and write your own.”
"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,” Ford said. “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. It's just a quiet talk from somebody sharing an idea. I love the way it developed."
The ad was well received, placing 12th (out of 57) on Ad Meter’s rankings of this year’s Big Game commercials. People Magazine gave it the ‘Best Stand Up-and-Salute’ ad, while Tom’s Guide hailed it as “one of the Super Bowl’s best.”
For Francois, though, perhaps the commercial’s most significant accomplishment was just getting made, considering the brand wasn’t even planning to advertise in the Big Game as recently as November.
But that month, Stellantis’ Chairman John Elkann told Francois he wanted to run a strong ad for the upcoming NFL title game. And while Francois crafted plenty of commercials for that game over the years, Jeep had not reached out to any celebrities at that point, created any scripts for a potential spot, or even bought any commercial time from Fox, according to Variety.
Even worse, Fox had been saying since late summer that advertising time for the Big Game was sold out.
Since Stellantis wasn’t a sponsor during the 2024 game, it was not considered an ‘incumbent’ for an in-game ad this year, even though the automaker is a major advertiser on the network throughout the year.
So Fox initially told Jeep, “We don’t have room for you.” But following the California wildfires, many sponsors felt they could no longer advertise during the game—opening up a slot for Jeep.
With that spot in hand, the brand’s marketing team now had mere weeks to come up with a concept that other advertisers usually spend an entire year devising.
And with Fox charging upwards of $7 million per 30 seconds of advertising time during Sunday’s Big Game, the pressure indeed spiked to peak levels for Stellantis. Adding to that pressure, the company was the only automaker buying ad time for the game.
Francois had Ford in mind for the role right from the start, but the team’s first attempt at a comedic spot didn’t work well, and Francois said, “It is not the way I picture (Ford).”
That premonition was right as Ford initially said he liked the idea but then had a change of heart and didn’t attend a teleconference to work out the spot—with one his reps telling Jeep, “He’s not an advertising guy. He doesn’t do this thing. He doesn’t need the money. He doesn’t have time. And so, this is not happening.”
Before the call ended, though, Francois asked whether Ford would be interested in something with a more serious tone. Something like “choose what makes you happy.”
That phrase, Francois said, changed the entire mood. So did Ford's willingness to work with Mangold.
From there, Jeep brought Ford in for the shoot, and executives even devised that final name joke while on set for him to try out. Initially skeptical, Ford ended up mouthing his name, knowing he had final approval to kill the scene if it didn’t work. But observers loved it and burst out laughing, so the idea stuck.
“Battle-born and forged in steel in 1941, the Jeep brand has represented freedom and adventure, pushing the limits, taking on the competition and overpowering every obstacle for over 80 years,” said Bob Broderdorf, Jeep brand CEO. "In this year's Big Game commercial, the Jeep brand has THE guy who epitomizes adventure both on screen and off. In film, Harrison Ford has overcome the odds and flown from one side of the galaxy to the other all in the name of it, and in real life, he's known to blaze his own trail. So, yes, Ford knows a thing or two about what the Jeep brand is all about.
“As America’s most patriotic brand for the last 23 years running, it only makes sense for the Jeep brand to continue to be one of the industry’s greatest creative supporters of the Big Game. And there was no greater stage to have Ford admit to America just how happy Jeep makes him.”
