Mon, 10 Feb 2025

Mon, 10 Feb 2025 How a CEO's exit and a Jeep 'comeback' led to Stellantis being the only automaker to advertise during Super Bowl 59

CMO Olivier Francois said while other automakers skipped advertising during Super Bowl 59, it was critical for Stellantis to air ads during this year's game.
Stellantis, an automaker, returned to Super Bowl advertising this year with two ads featuring electric vehicles. The company's CMO, Olivier Francois, stated that other automakers may have opted out due to a lack of payoff from prior years' EV-focused ads. Francois revealed that he was approached by Harrison Ford to star in the Jeep ad after the initial pitch was rejected. The actor praised the script and his involvement in the project, saying it's "a quiet talk from somebody sharing an idea." The two-minute Jeep ad features Ford discussing freedom, heroes, and people writing their own stories, with a nod to the Jeep Wrangler's competitor, the Ford Bronco SUV. Stellantis spent millions on the ads, which were sold for up to $8 million per 30 seconds of airtime during Super Bowl 59. The company declined to disclose the exact cost. Francois attributed the success of Stellantis' Super Bowl ad campaign to its focus on storytelling and cultural relevance, rather than solely touting EVs. He stated that "Marketing is no longer a cost. It is an investment" according to his boss, Elkann. The ads were filmed over two days in Santa Clarita, California, with Ford reprising his role as Indiana Jones from the iconic franchise. Other automakers may have opted out of Super Bowl advertising due to concerns about the payoff on their investments, especially after years of touting EVs that didn't exist. Francois stated that this year's ads were "a return to form" for Stellantis.
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