Stellantis, the parent company of Jeep and Ram, was the only automaker to advertise during Super Bowl 59. CMO Olivier Francois said the decision came from CEO John Elkann, who wanted to highlight the company's revival in the US market. The two-minute Jeep ad, starring Harrison Ford, focused on freedom and personal stories, a departure from the typical product-focused auto ads.
How a CEO's exit and a Jeep ‘comeback' led to Stellantis being the only automaker to advertise during Super Bowl 59Other automakers skipped Super Bowl advertising this year, but CMO Olivier Francois said it was critical for Jeep and Ram parent company Stellantis to air ads during the game.
33-year-old federal worker took Trump's buyout offer and resigned from Veterans Affairs: ‘You have to do what's best for your family'Francois said Elkann, who's leading the search for a new CEO, told him to recapture that kind of"comeback" spirit for the automaker, following years of cost-cutting and lackluster sales in the U.S."There is a kind of philosophy attached to Sergio, which is that he believed in playing like you have nothing left to lose.
The Jeep ad was shot over two days with Ford in Santa Clara, California, in early December, according to Stellantis.Automotive has historically been one of the top segments for Super Bowl advertising. Even during the Great Recession in 2008 and 2009 when the industry was hit hard, several companies such as
Stellantis Jeep Super Bowl Advertising Comeback Harrison Ford Evs Automotive Industry
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