Why Stellantis was the only car manufacturer to promote

DETROIT– A chief executive officer’s leave, electrical cars making the sector run about like “headless chickens” and a firm’s united state rebirth all integrated to make Ram and Jeep moms and dad Stellantis the only car manufacturer with a Super Bowl 59 commercial.

That’s according to Stellantis Chief Marketing Officer Olivier Francois, that claimed while various other car manufacturers deserted this year’s large video game amidst sector unpredictability and price cutting, it was crucial for the embattled trans-Atlantic carmaker to go back to the Super Bowl.

Francois claimed Stellantis Chairman John Elkann, a successor of Italy’s Fiat carmaker, called him after chief executive officer Carlos Tavares’ sudden separation in December and informed him to promote throughout the large video game as a recommitment to the car manufacturer’s service in the united state

“We were not set to make a commercial. John Elkann called me in December, saying, you know, ‘I want something. I want to make a comeback. We want to show, to express, that comeback story. We want to show America how much it is important to the Stellantis group,'” Francois informed.

Stellantis, previously referred to as Fiat Chrysler, has actually ended up being popular under Francois for symbolic, ultramodern advertisements that include legendary stars that narrate past simply trying to market brand-new autos and vehicles.

It began when the car manufacturer was trying to recover from its 2009 personal bankruptcy. It broadcast a shock two-minute Super Bowl ad in 2011 including rap artist Eminem and the city of Detroit– connecting the firm’s rebirth to the Motor City’s grit and rejuvenation. The advertisement additionally included a currently ceased Chrysler car called the 200.

Francois claimed Elkann, that’s leading the look for a brand-new chief executive officer, informed him to regain that sort of “comeback” spirit for the car manufacturer, complying with years of price cutting and uninspired sales in the united state

Elkann, Francois claimed, additionally informed him to consider the late Fiat Chrysler CHIEF EXECUTIVE OFFICER Sergio Marchionne when developing the car manufacturer’s advertisements this year. Marchionne, that passed away in 2018, was an advocate of Francois and previous Super Bowl advertisements.

“There is a kind of philosophy attached to Sergio, which is that he believed in playing like you have nothing left to lose. He used to say, ‘Mediocrity is not worth the trip,'” Francois claimed. “So this year’s Super Bowl creative execution and investment are very much the essence of the spirit.”

Since Eminem, the firm’s Super Bowl advertisements have actually included stars such as Clint Eastwood, Bill Murray and vocalist Bob Dylan, to name a few. Those areas have not always plainly included any type of particular automobile, yet they have actually gone over culturally pertinent subjects such as political splits and nationalism.

Stellantis’ Ram Trucks advertisement this year was a much more typical, funny Super Bowl industrial. It starred “Twisters” and “Top Gun: Maverick” star Glen Powell reimagining “Goldilocks and the Three Bears” with vehicles.

But the car manufacturer’s two-minute Jeep advertisement starring including “Star Wars” and “Indiana Jones” star Harrison Ford was a real recover for Francois.

Francois claimed Ford denied a first pitch for a various advertisement. That’s when Francois claimed he and pal Edward Razek, a previous advertising and marketing exec for Victoria’s Secret proprietor L Brands that surrendered amid controversy in 2019, wrote the first version of the ad that aired.

CMOs don’t typically write scripts. It’s more common for those executives to approve a script from an agency, with guidance. Francois said agencies did assist ahead of the final ad, but the script and ideas started inside the automaker.

In the ad, Ford discusses freedom, heroes and people writing their own stories in life because there is no “Owner’s Manual,” which is the title of the commercial.

As Ford opined, several Jeep models can be seen driving and off-roading, including one that passes a Ford Bronco SUV — a newer competitor to the Jeep Wrangler SUV — while the actor talks about inspiring others.

“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. 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,” Ford said in a statement. “It’s just a quiet talk from somebody sharing an idea. I love the way it developed.”

The Wrangler passing the Bronco is among 2 referrals to the Jeep opponent. The various other originates from the star at the end of the advertisement: “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. That’s my owner’s manual. Get out there, write your own.”

The Jeep advertisement was fired over 2 days with Ford in Santa Clara, California, in very early December, according toStellantis

Automotive has actually traditionally been among the leading sectors for Super Bowl marketing. Even throughout the Great Recession in 2008 and 2009 when the sector was struck hard, a number of business such as Toyota Motor, Hyundai Motor and Audi aired ads.

Francois believes other automakers likely didn’t participate in the Super Bowl this year because of a lack of payoff in prior years, when many automakers, including Stellantis, touted all-electric vehicles that weren’t on sale.

“In the last years, there was plenty of automakers, all of them [touting] EVs, EVs that didn’t even exist,” Francois said. “These guys are obviously running like headless chickens: EVs, EVs, EVs. I mean, that’s where we all were.”

Automakers regularly advertised during the NFL regular season and playoffs, including with sponsorships such as Toyota being the “Official Automotive Partner of the NFL.” But none, other than Stellantis, advertised during Sunday’s game.

Both of Stellantis’ Super Bowl ads this year featured electric vehicles, but they also included traditional vehicles with internal combustion engines as well as plug-in hybrid models such as the Jeep Wrangler.

Francois said it may have been a blessing that Elkann called him in early December instead of months earlier because it allowed him to be more relevant in the messaging, rather than just touting EVs.

“The moment had changed, and I was lucky enough to have the possibility to rewrite the scripts. To rewrite history, to say, to not run like a headless chicken,” Francois said. “I was able to improvise in the moment.”

Stellantis declined to disclose how much money it spent on the production or broadcast of the ads, which were selling for up to $8 million for 30 seconds of air time during Super Bowl 59.

But Francois said Elkann has told advertising and marketing leaders at Stellantis that “Marketing is no longer a cost. It is an investment.”