During Super Bowl LIX, Jeep delivered quite the surprise with its heartfelt two-minute commercial titled "Owner's Manual," starring the legendary Harrison Ford. A departure from the usual frantic pace of Super Bowl ads, Jeep's approach engaged viewers with poignant storytelling and depth.
The ad opens with Ford addressing the camera directly, emphasizing the freedom each person has to choose their own path. "Freedom is for everybody. But it isn't free, it's earned," he proclaims, reflecting on the values tied to both Jeeps and American heritage.
A notable aspect of the commercial is Ford’s playful nod to his last name. "Choose what makes you happy. My friends, my family, my work make me happy. This Jeep makes me happy… even though my name is Ford," he adds, taking advantage of the irony as he subtly jibes one of Jeep's primary competitors.
Produced by Stellantis, the parent company of Jeep, this marked their first Super Bowl ad made entirely in-house, directed by the acclaimed James Mangold. The commercial's execution was impressive, especially considering the production team faced considerable challenges, including wildfires threatening the filming area. "We created this whole piece very late in the process," explained Olivier Francois, the global Chief Marketing Officer for Stellantis. The team was resilient, completing filming just days before the region went up in smoke.
Ford's involvement was quite serendipitous. Initially skeptical about participating, he agreed only after hearing the script. "I said 'yes' to doing this commercial because of the script. It’s just a quiet talk from somebody sharing an idea" he said. This simplicity contrasts sharply with the often-chaotic energy of typical Super Bowl ads, aiming to deliver something more meaningful.
The creative team wisely decided to extend the commercial's length to allow for more fluid storytelling, resulting in a two-minute spot rather than the typical thirty seconds. This decision also highlights the challenges of condensing such layered narratives—many of which explore deep themes of family, choice, and happiness tied to the American automotive spirit.
The commercial has struck a chord, showing Ford against archival footage reflecting the rich history of Jeeps during significant moments like World War II. It's both a nostalgic look at the past and a contemporary celebration of the values of freedom and adventure, something Jeep symbolizes.
By not drowning the narrative under celebrity overload, Jeep created space for genuine connection, setting itself apart on one of the most-watched nights for TV advertising. The ad is even more remarkable since Stellantis was the only car manufacturer running spots during the event, emphasizing their strong branding effort.
Shooting the ad was just one part of the story. With Ford on board, the anticipation grew as the commercial's release approached, being kept under wraps until the game itself. The creative risk seemed to pay off, as viewers lauded it for its depth and unique approach.
The choice to center on Ford and what he embodies—a blend of adventure and Americana—aligns perfectly with Jeep's ethos. When asked how he felt about the partnership and what the brand is trying to communicate, Ford viewed it simply yet deeply: "That’s my owner’s manual. Get out there. Write your own."
With its strong messaging and heartfelt execution, Jeep's "Owner's Manual" carves out its space as one of the more memorable ads of the evening, encouraging consumers to forge their own paths and enjoy the ride, literally and metaphorically.