Harrison Ford is not known for doing many TV commercials, and he initially hesitated to participate in a Super Bowl commercial for Jeep. This decision did not sit well with Olivier Francois, the global chief marketing officer of Stellantis, who had been given a challenging task by the company’s chairman, John Elkann. Elkann wanted a strong Super Bowl commercial for Jeep, a task that Francois had successfully executed numerous times in the past. Francois is recognized for overseeing the creation of memorable and impactful Big Game ads, featuring iconic figures like Eminem, Clint Eastwood, Bill Murray, Bruce Springsteen, and Bob Dylan.
In the latest commercial, Ford emphasizes the idea of writing our own stories and the choices that define freedom in America. The ad showcases both electric and combustion engine Jeep vehicles, highlighting the diversity of opinions and the strength found in our differences. Despite the challenges, Ford concludes by expressing his happiness with the electric Jeep Wrangler, humorously noting, “even though my name is Ford.”
Francois, who has crafted 35 Super Bowl commercials since 2011, faced the daunting task of putting together a Jeep ad for the Super Bowl on short notice. With no prior plans, celebrity endorsements, or purchased ad time, the situation was described as “pure madness” by the executive. Furthermore, Stellantis was the sole automaker advertising during the event, a departure from the usual scene where multiple auto giants vie for attention during commercial breaks.
As the automotive industry shifts towards promoting electric vehicles and adapting to changing consumer preferences, Francois believes that many automakers have failed to connect with their audience effectively. Despite the prevailing trends, he is determined to showcase the new models in a more engaging and consumer-centric manner, highlighting the importance of listening to the needs and desires of U.S. car buyers.
The desire for widespread adoption of electric vehicles is strong, as it would benefit both businesses and the environment. However, not all Americans are on board with this idea. Some prefer to have options rather than feel pressured into choosing electric vehicles. Factors such as concerns about charging, pricing, and the perceived imposition of electric cars play a role in shaping consumer attitudes.
Creating a Super Bowl commercial is a challenging task, especially with the rising costs of advertising during the game. Along with securing airtime, companies must also consider expenses for celebrity endorsements, music rights, social media campaigns, and other advertising initiatives. The pressure to prove the effectiveness of such a high-profile marketing strategy to the company’s CFO and Board of Directors adds to the complexity of the process.
To navigate these challenges, most Super Bowl marketers start planning months in advance. Companies like Bud Light and Hellmann’s mayonnaise strategize for the next year’s Super Bowl shortly after the current one ends, conducting consumer testing and brainstorming concepts to ensure their advertisements resonate with the audience.
For Francois, the pressure was on to develop a successful commercial in a short timeframe. Despite initial considerations of a comedic approach, he ultimately shifted to a concept that highlighted themes like freedom and adventure, resonating with Jeep’s brand identity. Collaborating with industry professionals and drawing inspiration from respected figures like Ford, Francois worked diligently to create a compelling script for the Super Bowl ad.
He asked if Ford would be comfortable with a more serious, inspirational commercial featuring the actor encouraging audiences to “choose what makes you happy.” This simple phrase transformed the atmosphere. Subsequently, Ford participated in a shoot with only a select few in attendance. Executives concocted a concluding joke that cleverly incorporated Ford’s last name while on set. Initially, the actor was not keen on the idea, as it deviated from the serious tone they had set. However, the executive managed to persuade Ford to give it a shot, emphasizing that Ford had the final say on his performance. “Try it out, and let’s see how it goes,” the executive encouraged. “I might be right, I might be wrong. If it’s great, we’ll keep it. If not, it won’t see the light of day. And even if I think it’s great, you still have the power to veto it.” Ultimately, Ford decided to mouth his last name at the end, eliciting laughter from onlookers. The concept stuck.
Jeep initially aimed to fit all of Ford’s dialogue into a 60-second commercial, but the outcome fell short. The speech felt cramped, and Ford’s lines needed space to resonate. “There was no proper introduction, no conclusion, no room for music,” explained Francois. Instead of making cuts, the team added scenes of Jeep vehicles on the road and included shots of soldiers to emphasize the hard-earned nature of freedom. Consequently, the commercial’s length extended to a lengthy two minutes.
Initially, Fox informed Jeep that there was no space available. Stellantis was not a sponsor of the 2024 game, despite being a significant advertiser throughout the year. Due to last-minute cancellations from sponsors affected by the California wildfires, Fox was able to sell its remaining advertising slots for $8 million per 30 seconds despite the circumstances.
Francois now hopes that the commercial will inspire and please viewers without causing controversy. He recognizes that some may interpret the ad as having political undertones, a perception he aims to avoid. The success of the ad hinges on depoliticizing the narrative. However, predicting how diverse consumer groups will react to a hastily crafted commercial presents a challenge. The ad could potentially be linked to EV promotion or environmental concerns, both of which Francois dismisses as irrelevant. “I need to sell a bit of everything,” he states. “I still champion electric vehicles, but I must deliver a message that resonates with people.” Similar to his iconic roles such as Jack Ryan, Rusty Sabich, Indiana Jones, and Han Solo, Harrison Ford is relied upon to deliver results in challenging situations.
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