• by Tanya Gazdik , February 9, 2025

Photo credit: Atiba Jefferson

Jeep takes a poignant tone in a 2-minute Super Bowl spot with the help of legendary actor Harrison Ford. 

“Owner’s Manual,” which was kept secret until the game’s fourth quarter, is a brand manifesto, says Stellantis Global CMO Olivier Francois.

“He's absolutely perfect because I've always been dreaming about him for Jeep,” Francois tells Marketing Daily, adding that he tried many times to get Jeep a placement in the Indiana Jones films.  

The intimate film stands out through its quiet nature, very much opposite to what viewers have come to expect from Super Bowl commercials, but consistent with many of Stellantis’ efforts over the year, Francois says.

Ford rejected a more comedic script from agency Highdive that Francois presented to him. But he was on board to deliver the heartfelt message crafted in-house by Stellantis.

“I said 'yes' to doing this commercial because of the script,” Ford says in a release. “It's a very straightforward communication about life, and ends with getting in a Jeep vehicle, that's the hook. It didn't require me to reintroduce myself, point to the fact that in my life I've been many things, and known for specific projects or roles. It's just a quiet talk from somebody sharing an idea. I love the way it developed."

Ford initially rejected a line at the end where he makes light about his name being “Ford.” In the end, though, he nailed the line's delivery, and the reaction on set helped convince him it needed to be in, Francois says.

“Choose what makes you happy,” Ford implores the viewer. “My friends, my family, my work make me happy. This Jeep (Wrangler 4xe) makes me happy…even though my name is Ford. That's my owner’s manual. Get out there. Write your own.”

The spot also shows the freedom of possibilities in the company's powertrain options. Jeep brand’s U.S. brand portfolio now offers its first full battery electric vehicle, the Grand Wagoneer S, available now, in addition to plug-in hybrid and gasoline-powered options for consumers.

“Jeep is also about freedom, and obviously freedom is very much the rebellious freedom of Han Solo in 'Star Wars,'” Francois says. “So somehow when you look at Harrison Ford, he has this mix. I mean obviously he's much more than the result of his roles, but he's also part, a mix of all that. So obviously, and on top of that, his last name is a little bit counterintuitive, which is exactly the best part.”

The film was directed by Academy Award-nominated James Mangold (“A Complete Unknown,” “Indiana Jones and the Dial of Destiny,”) and produced by Minted Content in collaboration with Stellantis.

Stellantis is the only automaker airing commercials during this year’s game, with appearances from both Jeep and Ram Trucks. This is the first time the automaker has crafted a Super Bowl spot in-house, Francois notes. 

“It sets a new standard and creates a more meaningful and authentic way to collaborate with the industry’s most respected artists,” he says..

An original score, “Go Anywhere,” was written and performed by Sony Music Publishing artist Nathaniel Murphy specifically for the Jeep brand film.