Super Bowl Ad Surprise: Jeep Enlists Harrison Ford for Short Film Directed by James Mangold
In a Super Bowl with no shortage of star power and slapstick comedy during the commercials, Jeep surprised in the fourth quarter by zigging while others zag.
Instead of a jam-packed 30 seconds filled with cameos, the automotive brand instead ran a two-minute film, “Owner’s Manual,” directed by James Mangold (A Complete Unknown, Indiana Jones and The Dial of Destiny) and starring Harrison Ford. And amid a game where “frenetic” is perhaps the best word to describe the action on screen, the Jeep film takes it slow, building momentum as it moves along.
More from The Hollywood Reporter
Watch:
“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,” said Olivier Francois, global chief marketing officer of Jeep owner Stellantis.
The film, “Owner’s Manual,” sees Ford “speaking to the fact that with all the infinite possibilities that life offers, people, unlike cars, don’t have the advantage of an owner’s manual that can help guide their decisions, so ultimately choose what makes them happy,” per Stellantis.
“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,” Ford said in a statement about the decision to partner with Jeep on the project. “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.”
And the film also pokes fun at one of Jeep’s biggest competitors, an automaker that shares a last name with the Star Wars and Indiana Jones actor, both in a sequence where a Jeep Wrangler races past a Ford Bronco, and a line from the actor himself:
“Choose what makes you happy. My friends, my family, my work make me happy. This Jeep makes me happy…even though my name is Ford,” Ford says in the film, in a cheeky reference. “That’s my owner’s manual. Get out there. Write your own.”
The Super Bowl is the biggest sporting event of the year, the biggest TV event of the year and the biggest advertising event of the year. The Hollywood Reporter previously reported that between 80 and 100 celebrities will appear in ads during this year’s game, with the average fee for an A-lister hovering in the $3 to $5 million range.
But while other brands leaned into a slew of stars and cameos (looking at you Uber Eats), Jeep kept it simple, albeit with one of the biggest stars on planet earth.
Best of The Hollywood Reporter
Sign up for THR's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
Solve the daily Crossword
