Stellantis Takes the Lead in Super Bowl Advertising
While most automakers sat out Super Bowl 59 due to industry uncertainty and cost-cutting measures, Stellantis, the parent company of Jeep and Ram, made a bold move by airing two commercials during the game. Chief Marketing Officer Olivier Francois explained that despite challenges, Stellantis saw the Super Bowl as the perfect platform to highlight their commitment to the U.S. market.
CEO Transition Sparks Super Bowl Advertising Decision
A significant catalyst for Stellantis’ decision to advertise came after the abrupt exit of Carlos Tavares in December 2024. Stellantis Chairman John Elkann reached out to Francois, urging him to create a commercial as a “comeback” message for the company. Elkann’s vision was clear: to demonstrate Stellantis’ dedication to the U.S. and reaffirm the brand’s growth and importance within the automotive industry.
Francois reflected on the company’s historic Super Bowl ads, from Eminem’s 2011 ad symbolizing Detroit’s resilience to this year’s campaign reinforcing Stellantis’ comeback story.
Stellantis’ Unique Super Bowl Approach
Stellantis is known for its symbolic, nontraditional ads that go beyond selling cars. Over the years, the company has featured iconic celebrities like Clint Eastwood, Bill Murray, and Bob Dylan in commercials that tackle patriotism and cultural themes, rather than simply promoting vehicles. This year, the ads were no different, balancing humor with powerful messaging.
Jeep’s Super Bowl Ad: A Star-Studded Return
One of Stellantis’ standout ads featured Harrison Ford, the legendary actor from Star Wars and Indiana Jones. Ford’s Jeep commercial titled “Owner’s Manual” focused on themes of freedom, individuality, and personal empowerment. In the ad, Ford speaks about living life without a manual, connecting it to the Jeep experience. He even humorously references the rivalry between Jeep and Ford, delivering the line, “This Jeep makes me happy—even though my name is Ford.”
The ad, filmed in Santa Clarita, California, was an emotional return to form for Francois. He said he was personally involved in writing the initial script, a rare move for a CMO, marking a more authentic and heartfelt approach to the brand’s messaging.
Ram’s Super Bowl Spot: Humor and Trucks
While the Jeep commercial was philosophical, Stellantis also presented a more traditional, humorous ad for its Ram Trucks. The ad, starring Glen Powell, reimagines the classic tale of Goldilocks and the Three Bears, featuring trucks instead of bears. This ad appealed to the fun-loving side of Super Bowl audiences while highlighting the versatility and strength of Ram trucks.
Electric Vehicles and Stellantis’ Strategic Shift
Stellantis also embraced the electric future, with ads featuring electric vehicles (EVs) alongside traditional models like the Jeep Wrangler and Ram trucks. Francois acknowledged the shift in the industry, where many automakers had over-promised EVs that weren’t yet available. Rather than running like “headless chickens” focused only on EVs, Stellantis took a more balanced approach, acknowledging both electric and traditional vehicles.
The Power of Advertising Investment
Francois emphasized the importance of marketing in driving Stellantis’ future, aligning with John Elkann’s philosophy that “Marketing is no longer a cost; it is an investment.” Stellantis didn’t shy away from investing in the Super Bowl, with ad costs reaching up to $8 million for a 30-second spot.
In a landscape where many automakers pulled back from big ad spends, Stellantis made an assertive statement with its Super Bowl presence, reinforcing its commitment to the U.S. market and the company’s resilient comeback story.
Key Takeaways:
- Stellantis was the only automaker to advertise during Super Bowl 59.
- The decision was driven by CEO transition and John Elkann’s vision to reassert the brand’s presence in the U.S.
- The Jeep ad featured Harrison Ford discussing freedom and self-empowerment, while the Ram Trucks ad brought humor to the table.
- Stellantis showcased both electric vehicles and traditional models, presenting a well-rounded approach to the future of the auto industry.
