Why was Stellantis the only car manufacturer to promote?

Detroit – CEO exits, electric cars running around the industry like “headless chickens” and the company’s US revival all came together to make parents for rams and jeeps Stellantis The only car manufacturer with the Super Bowl 59 commercial.

That’s what Olivier Francois, Chief Marketing Director for Stellantis, said other carmakers have abandoned this year’s big game amid industry uncertainty and cost cuts, but transatlantic carmakers return to the Super Bowl He said that it’s important.

François, chairman of Stellarantis, a student at Italian Fiat Camakers, called on him following CEO Carlos Tavares’ rapid departure in December, to bring the carmaker’s business in the US. I told him to promote during the big game as a recommendation to

“We weren’t planning on making a commercial. John Elkan called me in December, François told CNBC.

Formerly known as Fiat Chrysler, Stellantis is an iconic, non-traditional ad under François that features iconic celebrities who not only try to sell new cars and trucks but also tell stories. It has become famous.

It started when the automaker was about to recover from bankruptcy in 2009. It aired a two-minute Super Bowl ad featuring rapper Eminem and the City of Detroit in 2011. This links the company’s revival to Motor City’s grit and regeneration. The ad also featured the now-defunct Chrysler sedan, called 200 people.

François says Elkan, who leads the search for new CEOs, has told him to regain such a “comeback” spirit for the automaker following years of cost savings and inactive sales in the US I did

According to François, Elcan also told him to think about Sergio Multi-Onne, the late Fiat Chrysler CEO, when he was creating an ad for the car manufacturer this year. Marcionne, who passed away in 2018, was a supporter of François and past Super Bowl ads.

“Sergio has a kind of philosophy. It means you believed in playing with nothing to lose. He said, ‘Mediocrity isn’t worth traveling’.” François said. “So the creative execution and investment of this year’s Super Bowl is a very spiritual essence.”

Since Eminem, the company’s Super Bowl ads feature actors such as Clint Eastwood, Bill Murray and singer Bob Dylan. These spots do not necessarily feature a particular vehicle prominently, but they discuss culturally relevant topics such as political division and patriotism.

This year’s Stellantis ‘Ram Trucks Ad was a more traditional comedy Super Bowl commercial. “Twisters” and “Top Gun: Maverick” actor Glen Powell rethinks “Goldilocks and the Three Bears” on the track.

However, the two-minute jeep ad for the carmaker featuring “Star Wars” and “Indiana Jones” actor Harrison Ford was François’ true return.

Francois said Ford turned down the first pitch in another ad. At that time, François said he and his friend Edward Lazek, a former marketing executive of Victoria’s secret owner L Brand, who resigned amid a controversy in 2019, and his friend Edward Lazek, wrote the first version of the ad that aired. Ta.

CMOs usually do not write scripts. It is more common for these executives to receive guidance and approve scripts from agents. François said the institution supported it before the final ad, but the script and ideas began within the automaker.

In the ad, Ford discusses freedom, heroes, and people who write their stories in their lives.

As Ford put his opinion, several Jeep models can be seen driving and off-roading. This includes those passing through the Ford Bronco SUV, the new Jeep Wrangler SUV competitor.

“I said ‘Yes’ to do this commercial for the script. It’s a very simple communication about life and ends with riding a jeep. It’s a hook. There was no need to reintroduce yourself. In my life, I do a lot and I’m known for my specific projects and roles,” Ford said in a statement. “It’s a quiet story from people who share ideas. I love the way it was developed.”

The Wrangler passing through the Bronco is one of two references to Jeep’s rivals. The other comes from the actor at the end of the ad. “Pick something that will make you happy. My friends, my family, my work will make me happy. This jeep will make me happy. Go out there and write for yourself. ”

According to Stellantis, the Jeep ad was filmed over two days with Ford in Santa Clarita, California in early December.

The car has historically been one of the top segments of Super Bowl ads. Even during the Great Recession of 2008 and 2009, when the industry was hit hard, Toyota Motor, Hyundai Motor And Audi aired the ads.

François has not made it to the Super Bowl this year due to lack of rewards over the past few years when other automakers were promoting all electric vehicles that many automakers, including Stellantis, were not on sale. I think it’s highly likely.

“There have been a lot of automakers over the past few years. All of those (advertising) EVs, even existed,” François said. “These guys are clearly running like headless chickens: EVs, EVS, EVs. So that’s where we were all.”

Automakers that are regularly promoted during the NFL regular season and playoffs include sponsorships such as Toyota being the “official automotive partner of the NFL.” But there’s nothing but Stellantis, which was promoted during Sunday’s game.

Both of this year’s Stellantis Super Bowl ads featured electric vehicles, but also included traditional vehicles with internal combustion engines and plug-in hybrid models such as Jeep Wrangler.

François may be a blessing to call him in early December rather than in a few months ago, as Elkan allowed him to make his message more relevant, rather than promoting the EV. He said.

“The moment changed, and I was lucky enough to be able to rewrite the script. I rewrite history and not run like a headless chicken,” François said. “I was able to improvise at that moment.”

Stellantis refused to disclose the amount spent producing or broadcasting advertisements that were sold for up to $8 million over a 30-second airtime during Super Bowl 59.

But François said Elcan told Stellantis advertising and marketing leaders, “Marketing is no longer a cost. It’s an investment.”

Fix: The Jeep Super Bowl ad was filmed in Santa Clarita, California. Previous versions of this article incorrectly identifies cities.