The automotive landscape is continually shifting, and Stellantis, the parent company of renowned brands like Ram and Jeep, recognized the necessity to pivot and adapt, particularly in the face of leadership changes and market dynamics. Notably, Stellantis was the only automaker to showcase a commercial during Super Bowl 59, a gamble that reflects its commitment to reestablishing its presence in the competitive U.S. market.
Stellantis’ Chief Marketing Officer, Olivier Francois, outlined the confluence of events that led to this bold advertising decision. Following the unexpected departure of CEO Carlos Tavares in December 2022, Stellantis Chairman John Elkann urged Francois to produce a high-impact commercial for the Super Bowl. Elkann’s call was a clarion call to communicate that Stellantis remains a steadfast player in the U.S. automotive sector, despite the turmoil. He envisioned a campaign that would encapsulate a narrative of resurgence and determination, akin to the company’s storied history intertwined with the resilience of Detroit.
Francois, who is credited with some of Stellantis’ most memorable ads, emphasized that this Super Bowl ad was not merely about promoting vehicles but enveloping a larger narrative about the brand. Reflecting on earlier campaigns, such as the iconic 2011 ad featuring Eminem, Francois pointed to the need for a creative interpretation of the “comeback” theme. He wanted to evoke the same spirit that Sergio Marchionne, Fiat Chrysler’s late CEO, championed—an ethos characterized by striving for excellence rather than settling for mediocrity.
In stark contrast to conventional advertising approaches that often outsource scriptwriting to agencies, Francois and a close collaborator penned the initial version of the Jeep ad, demonstrating a hands-on, thoughtful approach to storytelling. The ad, featuring legendary actor Harrison Ford, embarked on a philosophical exploration of freedom and self-determination, brilliantly aligning product attributes with aspirational messaging.
The narrative crafted within the ad transcended traditional marketing tactics. Rather than focusing solely on vehicle specifications, it engaged viewers on a deeper emotional level. Ford’s reflection on experiences and life choices resonated with the audience, culminating in a memorable tagline that encouraged viewers to write their own “Owner’s Manual.” This thematic depth not only promotes the Jeep brand but also establishes a connection with consumers who seek authenticity in the products they choose.
The juxtaposition of humor in Ram Trucks’ ad draws a fine line between light-heartedness and sincerity, showcasing versatility in Stellantis’ advertising strategy. Glen Powell reinterpreted the classic tale of “Goldilocks and the Three Bears,” presenting the Ram trucks in a charming narrative that was both engaging and relatable, thus broadening Stellantis’ appeal across demographics.
Francois offered insight into why Stellantis decided to advertise while competitors remained on the sidelines: a perceived lack of payoff in previous electric vehicle (EV) campaigns. The industry was saturated with announcements about EVs that either hadn’t reached the market or failed to meet consumer expectations. Stellantis’s decision to intertwine traditional and hybrid vehicles alongside electric models in its Super Bowl messaging marked a departure from the industry trend, which Francois likened to “running like headless chickens.”
This strategic alignment allowed Stellantis to present a multifaceted image that acknowledges the evolution of its offerings without forfeiting the value of its internal combustion engine models. Moreover, the flexibility afforded by Elkann’s late urging provided Francois with the opportunity to integrate current sentiments in the automotive market, focusing not only on electric vehicles but on the diverse landscape of personal mobility.
The decision to invest in Super Bowl advertising, particularly during a volatile period for the automotive industry, signals Stellantis’ willingness to challenge the status quo. The company aims to redefine the narrative surrounding its brand, akin to past efforts following its bankruptcy. As automotive advertising evolves, with shifting consumer preferences and a tightening economic landscape, Stellantis could indeed be setting a precedent for how companies approach such high-stakes promotional opportunities.
Although details regarding the costs of the advertisements remain undisclosed, the investment in marketing reflects a broader belief within Stellantis: that effective marketing should be regarded as an integral asset rather than a mere expense. By re-engaging with American consumers through the revered platform of the Super Bowl, Stellantis has laid the groundwork not only for its own revival but possibly for a new standard in automotive branding. The storyline of resilience, creativity, and adaptability may well resonate far beyond the commercial break, establishing Stellantis as a prominent player in the ever-evolving automotive narrative.
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