Stellantis, the parent company of Ram and Jeep, was the only automaker to have a commercial during Super Bowl 59. CEO Olivier Francois shared that the decision to advertise during the big game came after the sudden departure of CEO Carlos Tavares and a push from Chairman John Elkann to recommit to the U.S. market. The company is known for its nontraditional ads featuring iconic celebrities, such as the 2011 Super Bowl commercial with Eminem and the 200. Elkann wanted to capture the comeback spirit the company had after its 2009 bankruptcy, following years of cost-cutting and lackluster sales in the U.S. The commercials have since featured actors like Clint Eastwood and Bill Murray, focusing on culturally relevant topics.
This year, Stellantis had a traditional, comedic Ram Trucks ad and a two-minute Jeep ad featuring Harrison Ford, which marked a return to the company’s roots. Ford turned down an initial pitch for the ad and Stellantis executives ended up writing the script themselves. The ad featured Ford discussing freedom, heroes, and people writing their own stories, with several Jeep models driving and off-roading in the background. The commercial also includes a reference to the Ford Bronco, a competitor to the Jeep Wrangler.
Francois believes other automakers may have avoided the Super Bowl this year due to previous years’ focus on electric vehicles that weren’t on sale yet. Elkann’s focus on marketing as an investment rather than a cost allowed Stellantis to be more relevant in their messaging, featuring both electric vehicles and traditional models in their Super Bowl ads. Elkann’s philosophy is to play like you have nothing to lose, which is reflected in the company’s approach to advertising.
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