In years past, an automakers Super Bowl ad would be the buzz the following day.And many times, there would be a debate about which one was better due to the shear numbers of those aired.
But only two automakers offered commercials for Super Bowl LIX—a Jeep ad featuring Harrison Ford and Ram highlighting their truck line.
The lack of auto ads in many ways speaks to the way the auto industry has changed its playbook, shying away from choosing to spend a reported $8 million for a 30 second ad as well as the costs for production. The question in the end: does the investment of a gameday ad that attracted 126 million viewers actual translate into sales? After auto dedicated five commercials the year before, the actions by auto manufacturers indicates it is not.
Harrison Ford’s Freedom
That does not mean an ad cannot have an impact—one ad that seems to have broken through was the Jeep Super Bowl commercial starring Harrison Ford in which the iconic actor offers a reflection of life and being an American. As Forbes noted “Ford’s message of unity and doing what makes one happy went over well with viewers. In a Super Bowl that most auto advertisers sat out, this spot was memorable.”
With the images of Jeeps in World War II and American soldiers, Ford states in part that the “longest thing we ever do is live our lives. But life doesn’t come with an owner’s manual… Mighta been nice, huh? But that means we get to write our own stories.”
“But that means we get to write our own stories. Freedom is yes, or no, or maybe. Freedom is for everybody. But it isn’t free, it’s earned,” offered the actor made famous by playing Indiana Jones, Han Solo and Jack Ryan. “There are real heroes in the world, but not the ones in the movies. Real heroes are humble, and they’re not driven by pride. Pride is a terrible driver. Freedom is the roar of one man’s engine, and the silence of another’s. Freedom is the ability to inspire. The most sacred thing in life isn’t the path. It’s the freedom to choose it,” as he hopped in a Jeep and drove away.
Jeep Reaction
Ford likened the commercial to “a rumination on life. It’s about having control and choice …assuming the responsibility for your own life.
Jeep officials were thrilled to feature the iconic American actor in the two-minute commercial.
“The Jeep brand has represented freedom and adventure, pushing the limits, taking on the competition and overpowering every obstacle for over 80 years,” said Bob Broderdorf, Chief Executive Officer, Jeep – Stellantis. “As America’s Most Patriotic Brand for the last 23 years running, it only makes sense for the Jeep brand to continue to be one of the industry’s greatest creative supporters of the big game. And there was no greater stage to have Ford admit to America just how happy Jeep makes him.”
Glen Powell’s Ram Ad
The other commercial had more of a comedic tone, a sendup of Golidlocks that featured Top Gun: Maverick star Glen Powell in Ram’s newest pickup trucks. In the commercial, Powell dons a blonde wig and ditches the porridge to take a series of joy in the newest trucks in Ram’s lineup as Van Halen’s “Panama” plays in the background.
Among the cars featured in the full minute ad includes the Ram 2500 Rebel, the new-for-2025 Ram 1500 Ramcharger—the first plug-in-hybrid pickup you can buy when it goes on sale in the first half of this year—and a RHO, which is basically a version of the now-defunct TRX.
Online Surge, But What About Sales?
By some metrics, the ads were effective in sparking interest in the two brands. Cox Automotive data from Kelley Blue Book (KBB) and Autotrader reveals a surge online, including:
- Ram saw a brand lift of 23 percent (Autotrader) and 32 percent (KBB).
- Jeep saw a 15 percent lift (Autotrader) and 13 percent (KBB).
- Jeep Wrangler 4XE searches surged 400 percent (KBB).
- Across Ram trucks, the Ram 1500 had a 32 percent lift and the Ram 2500 had a 50 percent lift (KBB).
- Jeep Wrangler’s gas-powered and Recon had a five percent lift (KBB)
The challenge for the two automakers now face is translating that traffic into. According to Greta Crowley, vice president, marketing, retail solutions for Cox Automotive, driving consumer demand without an effective engagement strategy “is like gaining 99 yards with no intention of scoring a touchdown.”
“Being able to pay off great advertising with a personalized experience backed by a seamless sales workflow takes a special combination of data, technology, and expertise,” said Crowley. “That’s the…victory that moves vehicles out of showrooms and into driveways.”
