Harrison Ford took center stage in Jeep®’ s surprise two-minute Super Bowl LIX commercial, “Owner’s Manual,” unveiled last night. Directed by Academy Award-nominated filmmaker James Mangold, the intimate film delivers a powerful message about choice, happiness, and adventure—all with Jeep at the heart of the story.
A Thoughtful Approach to the Big Game –
Stellantis, the only automaker to air ads during this year’s Super Bowl, opted for a more introspective take with Jeep’s “Owner’s Manual.” Unlike the usual high-energy, comedic commercials seen during the Big Game, this ad embraces a quiet, reflective tone. Jeep® CEO Bob Broderdorf emphasized Ford’s connection to adventure both on-screen and off:
“In this year’s Big Game commercial, the Jeep brand has THE guy who epitomizes adventure both on screen and off. In film, Harrison Ford has overcome the odds and flown from one side of the galaxy to the other all in the name of it, and in real life, he’s known to blaze his own trail.”
Ford’s Perspective on the Spot –
Harrison Ford himself was drawn to the script’s simplicity and authenticity:
“I said ‘yes’ to doing this commercial because of the script. 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.”
In the film, Ford narrates a compelling monologue about the absence of an owner’s manual in life, ultimately encouraging viewers to “choose what makes you happy.” The ad closes with Ford referencing his own happiness, listing his family, friends, work, and the Jeep Wrangler Unlimited 4xe as part of his personal “owner’s manual” before joking, “even though my name is Ford.”
A Collaborative Creative Vision –
The spot was produced in-house by Stellantis in collaboration with Minted Content, marking a first for the automaker in Super Bowl ad production. Stellantis Global Chief Marketing Officer Olivier Francois highlighted the deliberate choice of a quieter, more introspective approach:
“Together with Harrison Ford and Oscar-nominated director James Mangold, we worked very closely with each other to create an intimate film that would stand out through its quiet nature, very much opposite of what viewers have come to expect from Big Game commercials, but very consistent with many of our past films for the event over the years.”
The ad also features an original score, “Go Anywhere,” composed and performed by Sony Music Publishing artist Nathaniel Murphy, further reinforcing the theme of boundless adventure.
A Nod to Jeep’s Legacy and Future –
Jeep didn’t hold back when showcasing its lineup in “Owner’s Manual.” The commercial features the powerful Wrangler Unlimited Rubicon 392, the plug-in hybrid (PHEV) Wrangler Unlimited 4xe, and a sneak peek at the upcoming all-electric Jeep Recon Moab 4xe in a striking orange hue reminiscent of Dodge’s upcoming Peel Out color.
A subtle yet clever dig at Ford’s Bronco also made its way into the ad. One scene shows a Wrangler passing a rebadged Bronco off-road, with Jeepers exchanging their signature wave. Ford himself playfully acknowledges his namesake in his closing line, adding a layer of humor for those who caught the reference.
1 reply
Loading new replies...
Join the full discussion at the Mopar Insiders Forum →