Stellantis's Super Bowl ad starring Harrison Ford highlights themes of freedom, storytelling, and personal choice, marking a return to the automaker's symbolic and non-traditional approach to advertising.
Stellantis , the parent company of Jeep and Ram , has become known for its symbolic and non-traditional Super Bowl commercials under the leadership of Chief Marketing Officer Olivier Francois. This year's ad, featuring Harrison Ford , was a testament to this approach, focusing on themes of freedom, storytelling, and personal choice rather than directly promoting specific vehicles.
Francois cited a desire to recapture the 'comeback' spirit of a 2011 ad featuring Eminem and Detroit, following years of cost-cutting and lackluster sales in the U.S. He said Stellantis Chairman John Elkann, who is leading the search for a new CEO, called him in December and urged him to create a Super Bowl ad as a recommitment to the automaker's business in the U.S. Francois explained that the ad's script was heavily influenced by the late CEO Sergio Marchionne's philosophy of playing with nothing to lose and eschewing mediocrity. Ford, a close friend of Francois, agreed to star in the ad after rejecting an initial pitch for a different concept. The ad was shot over two days in California and emphasizes Ford's personal journey, highlighting themes of freedom, heroism, and self-determination. While the ad doesn't explicitly push specific vehicles, it culminates with Ford getting into a Jeep, suggesting a connection between the brand and the themes explored. Francois believes other automakers' absence from this year's Super Bowl was likely due to a lack of returns on their previous investments. He notes that many automakers, including Stellantis, heavily promoted electric vehicles in recent years, even those that didn't yet exist. This focus on EVs, according to Francois, left the industry scrambling and lacking a clear strategy. Stellantis, on the other hand, continues to focus on its core strengths and values, using the Super Bowl stage to connect with audiences on a deeper level
Stellantis Super Bowl Harrison Ford Jeep Ram Marketing Advertising Automotive Industry Electric Vehicles
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