Ram and Jeep parent Stellantis was the only automaker to have a Super Bowl 59 commercial this year. Despite industry uncertainty and cost-cutting among other automakers, Stellantis’s Chief Marketing Officer Olivier Francois explained that it was crucial for the company to advertise during the big game as a recommitment to the US market following the abrupt departure of CEO Carlos Tavares in December.
The decision to advertise during the Super Bowl came from Stellantis Chairman John Elkann, who wanted to showcase the company’s comeback story. Francois, known for his symbolic and nontraditional ads, was tasked with creating an ad that captured the essence of the company’s revival and spirit, inspired by past successful Super Bowl campaigns under late-Fiat Chrysler CEO Sergio Marchionne.
The two-minute Jeep ad starring Harrison Ford was a standout during the Super Bowl, featuring themes of freedom, heroes, and writing one’s own story in life. The ad also showcased various Jeep models, including a Wrangler passing a Ford Bronco SUV, with Ford delivering a poignant message about choosing what makes you happy.
While other automakers have been focused on promoting electric vehicles, Stellantis’s Super Bowl ads included both electric and traditional vehicles, presenting a more balanced message. Francois believes that the timing of Elkann’s decision to advertise during the Super Bowl allowed them to be more relevant in their messaging, avoiding the trend of solely focusing on EVs.
Overall, the decision to advertise during the Super Bowl was seen as an investment rather than a cost by Stellantis, with Elkann emphasizing the importance of marketing in the company’s growth and success.
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