Actor Harrison Ford throws Jeep and Americana while digging out at another car manufacturer in Detroit during the star
Sternantis
Detroit – the outcome of a CEO, electric vehicles that let the industry run around such as “headless chicken” and the US resuscitation of a company Sternantis The only car manufacturer with a Super Bowl 59 commercial.
According to Olivier Francois, Chief Marketing Officer of Stellantis, who said that other car manufacturers dated this year's big game in the uncertainty and reduction of the industry, it was crucial for the competitive transatlantic automobile manufacturer to return to the Super Bowl.
Francois said John Elkann, chairman of the Stellantis, a sprout of Italy Fiat Carmaker, called him after the abrupt departure of CEO Carlos Carlos Tavares in December and asked him to advertise as a recommendation of the car manufacturer in the USA during the big game
“We weren't ready to make a commercial. John Elkann called me in December and said you know: 'I want something. I want to do a comeback. We want to show this comeback story. We want to show America, How much it is important for the Stellantis group, ', “Francois told CNBC.
Stellantis, formerly known as Fiat Chrysler, is known under Francois for symbolic, non -traditional ads that show legendary celebrities who tell a story that not only tries to sell new cars and trucks.
The chairman of Ferrari and Stellantis John Elkann visits an event in which Ferrari Neuer e-Building facility is opened, in which the luxury sports car manufacturer in Maranello, Italy, June 21, before an expected start of car production in Maranello, Italy, comes onto the market.
Daniele Mascolo | Reuters
It started when the car manufacturer tried to celebrate a comeback from his 2009 bankruptcy. A two-minute Super Bowl display with rapper Eminem and the city of Detroit was broadcast in 2011, which connected the resuscitation of the company to the Grit and rebirth of the Motor City. The advertisement also contained a now incorporated Chrysler sedan called 200.
Francois said
Elkann, said Francois, told him that he should think of the late CEO of Fiat Chrysler Sergio Marchionne if he created the car manufacturer's advertisements this year. Marchionne, who died in 2018, was a supporter of Francois and former Super Bowl ads.
“Sergio is tied to a kind of philosophy, that is that he believed that they have nothing to lose. “This year's Super Bowl Creative Execution and Investment are a lot the essence of the mind.”
Bruce Springsteen (left) with Olivier Francois, Chief Marketing Officer from Stellantis, during filming the company's Super Bowl -LV display for Jeep.
Rob Demartin for Jeep
Since Eminem, the company's Super Bowl ads have introduced actors such as Clint Eastwood, Bill Murray and singer Bob Dylan. These spots have not necessarily presented a certain vehicle, but they have discussed culturally relevant topics such as political subdivisions and patriotism.
Stellantis' Ram Trucks This year was a traditional, strange super bowl commercial. It played “Twisters” and “Top Gun: Maverick” actor Glen Powell, who reinterpreted “Goldillocks and the three bears” with trucks.
But the car manufacturer's two-minute jeep display with “Star Wars” and “Indiana Jones”, Harrison Ford, was a real return to the shape for Francois.
Jeep Super Bowl display
Francois said Ford rejected a first pitch for another advertisement. At that time, Francois said that he and Freund Edward Razek, a former marketing manager of Victoria's Secret Owner L Marken L Marken, who had resigned in the controversy in 2019, wrote the first version of the advertisement that was broadcast.
CMOS usually do not write scripts. For these managers, it is more common to approve a script of an agency with instructions. Francois said the agencies had supported before the final advertisement, but the script and the ideas began in the car manufacturer.
In the advertisement, Ford discusses freedom, heroes and people who write their own stories in life because there is no “operating instructions”, which the title of the commercial is.
As Ford said, several jeep models and off-roading can be seen, including one that gives a Ford Bronco SUV-one newer competitor of the Jeep Wrangler SUV, while the actor talks about the inspiration of others.
“I said 'yes' to make this commercial because of the script. It is very simple communication about life and ends up getting into a jeep vehicle, that's the catch. I didn't have to reintroduce myself to To introduce it again, and point out that the fact this indicates in my life I was a lot of things and acquaintances for certain projects or roles, “said Ford in an explanation. “It's just a quiet conversation from someone who shares an idea. I love the way it has developed.”
The deputy Chief Marketing Officer Olivier Francois (right) with “Star Wars” and “Indiana Jones”, Harrison Ford, who played in a Super Bowl 59 display for the car manufacturer's Jeep brand.
Sternantis
The Wrangler, who comes past the Bronco, is one of two references to the Jeep rival. The other comes from the actor at the end of the advertisement: “Choose what makes you happy. My friends, my family, my work makes me happy. This jeep makes me happy – although my name is Ford. This is my owner's manual. Go out, write your own.
According to Stellantis, the Jeep display was shot for two days in early December with Ford in Santa Clarita, California.
“Headless chickens”
Historically, Automotive was one of the top segments for Super Bowl advertising. Even during the big recession in 2008 and 2009, when the industry was hit hard, like several companies such as Toyota enginePresent Hyundai engine And Audi has broadcast advertisements.
Francois believes that other car manufacturers will probably not take part in the Super Bowl this year, because in previous years, like many car manufacturers, including Stellantis, all -electric vehicles that were not for sale were not on sale.
“In recent years there have been many car manufacturers all of them [touting] EVS, EVS that didn't even exist, “said Francois.” These boys obviously run like headless chickens: EVS, EVS, EVS. I mean we were all there. “
The car manufacturers regularly advertised the NFL during the regular season and playoffs, including sponsorship such as Toyota the “Official automotive partner of the NFL”. But nobody except Stellantis was advertised during the game on Sunday.
Both Super Bowl ads from Stellantis showed electric vehicles this year, but also contained traditional vehicles with internal combustion engines and plug-in hybrid models such as the Jeep Wrangler.
Francois said it was a blessing that Elkann called him at the beginning of December instead of months earlier because he enabled him to be more relevant in the messaging instead of only promoting EVs.
“The moment had changed and I was lucky enough to have the opportunity to rewrite the scripts. To rewrite the story, not to run like a headless chicken,” said Francois. “I was able to improvise at the moment.”
Stellantis rejected it to disclose how much money it spent on the production or radiation of the ads that were sold up to 8 million US dollars for 30 seconds during the Super Bowl 59 for 30 seconds.
But Francois said Elkann said advertising and marketing manager at Stellantis that “marketing is no longer cost. It is an investment.”
Correction: Jeeps Super Bowl display was shot in Santa Clarita, California. The city incorrectly identified an earlier version of this article.
Comments are closed.