Jeep Super Bowl LIX with Harrison Ford

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We needed to reclaim Jeep’s place as America’s original adventure brand. Loyalty was slipping, with more Americans choosing Ford. So we set out to remind people what real American grit looks like.

And who better to make that point than Ford himself?! Harrison Ford that is...An icon of authenticity, adventure, and rebellion. The kind of man who doesn’t just talk about freedom…he drives it!

 

Issue: Jeep, the symbol of American freedom, was losing Americans to Ford.

Insight: If the most rugged American Ford drives a Jeep, that says everything.

Idea: We created “Owner’s Manual”,  a quiet, intimate Super Bowl film that broke through the sea of funny ads - like a commencement speech to America, just a man, his Jeep, and a reminder of what freedom really feels like.

Impact: The spot outperformed the Super Bowl ad benchmark by 537%!