Stellantis, the parent company of Jeep and Ram, was the only automaker to advertise during Super Bowl 59, spending up to $8 million for 30 seconds of air time. This decision came after Chairman John Elkann called Chief Marketing Officer Olivier Francois in December, urging a “comeback” story for the U.S. market. The ads featured electric vehicles but also included traditional and plug-in hybrid models. Stellantis’ Jeep ad, starring Harrison Ford, was filmed in Santa Clarita, California, and subtly referenced a competitor, Ford. The company’s ads have historically featured iconic celebrities and focused on themes beyond just selling vehicles. Despite industry uncertainty and cost-cutting, Stellantis aimed to reaffirm its commitment to the U.S. market with these high-profile commercials.
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