Earlier today, Stellantis-owned brand Jeep launched a surprise Super Bowl campaign featuring a rare commercial appearance from legendary movie star Harrison Ford.
Crafted by "Logan" director James Mangold and produced in collaboration with Stellantis and Minted Content, the short film was kept under wraps until its debut during the Big Game on February 9.
"Owner's Manual" takes a notably quieter, more reflective approach, with a little bit of humor considering the actor's last name is a competitor — standing apart from the high-energy commercials typically seen during the Big Game.
Ford, famous for his adventurous on-screen roles, delivers a simple but powerful message: while life doesn't come with an owner's manual, people should choose what makes them happy, which includes a Jeep, of course.
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In a press release, the actor shared a bit about his involvement with the campaign:
"I said yes to this because of the script. It's a simple message about life, and it ends with getting in a Jeep — that's the hook. It wasn't about reintroducing myself or my career; it was just about sharing an idea."
Meanwhile, Jeep Global CMO Olivier Francois emphasized the vision behind the brand's effort, which leans on the themes of freedom, adventure, and passion.
"And as our 84-year history continues to unfold, we also want to remind our Jeep 4x4 vehicle owners that when they set out for the types of adventures for which our brand is singularly known to inspire, there will be a Jeep for everyone," he added.
Jeep's Big Game campaign reinforces its long-standing patriotic brand values by celebrating American heritage and independence.
With a big-name celebrity such as Ford, the commercial leverages influencer marketing by aligning with a globally recognized figure whose iconic persona embodies the brand's rugged, adventurous identity.
Proof of this is how the video has gotten nearly 3 million views on YouTube in just 15 hours.
A Jeep for Every Adventure
In a cinematic way befitting Ford's status, "Owner's Manual" highlights Jeep's connection to adventure, resilience, and American heritage.
The ad also includes an original score, "Go Anywhere," written and performed by Sony Music Publishing artist Nathaniel Murphy.
Clocking in at two minutes, the riveting ad centers around the many words of wisdom imparted by Harrison Ford appearing in several classic American scenarios.
The spot closes with Ford comically saying, "This Jeep makes me happy, even though my name is Ford."
Beyond the patriotic campaign, Jeep continues to expand its multi-energy vehicle lineup, with the fully electric Jeep Wagoneer S now arriving at U.S. dealerships.
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The brand also recently unveiled the 2025 Wrangler 4xe Willys '41 Special Edition, paying tribute to the original 1941 Willys MB.
With a legacy built on freedom and exploration, Jeep once again proves it’s not just about the vehicles — it’s about the journey.
Last October, sporting goods brand Merrell teamed up with Jeep to launch a collaborative footwear line.
Meanwhile, in other Super Bowl-related news, Mountain Dew made a splash, literally, in its Big Game ad starring Grammy-winning artist Seal.
