Harrison Ford Stars in Jeep's Inspirational Super Bowl Commercial
In a surprising twist, Harrison Ford has featured in Jeep's captivating Super Bowl commercial, defying his reluctance to participate in television advertising. The commercial, crafted in just weeks, captures Ford's respected image and delivers a profound message about freedom and choice.
Olivier Francois's "Impossible Mission"
Olivier Francois, Stellantis's global chief marketing officer, faced an arduous task when tasked with creating a compelling Super Bowl commercial for Jeep. Despite having crafted 35 previous Super Bowl ads, he had no plans for Jeep and had not secured any celebrities or commercial time.
Ford's Initial Hesitation
Initially, Ford was reluctant to participate, expressing indifference towards advertising. However, after hearing the concept, he agreed to a brief meeting. Despite liking the initial comedic pitch, Ford ultimately rejected it as it did not align with his persona.
A Pivotal Shift
Inspired by a conversation with Ed Razek, Francois developed a new concept that would showcase Ford's wisdom and connect with Jeep's values. He incorporated lines from Razek into the potential script, resulting in a more serious and inspirational message.
Ford's Reluctant Endorsement
Francois presented the new concept to Ford, who initially hesitated. However, the actor agreed to try out the phrase "choose what makes you happy," which ultimately changed the tone of the commercial. Ford also reluctantly agreed to the self-referential joke about his last name, which became a highlight of the ad.
A Lengthy Triumph
Jeep initially intended to condense Ford's remarks into a 60-second commercial but found the results unsatisfactory. To allow Ford's lines to resonate, the team added scenes of Jeep vehicles and even soldiers, extending the commercial's length to an impressive two minutes.
Fox's Last-Minute Scramble
Fox initially declined Jeep's commercial due to limited inventory. However, a series of last-minute cancellations from sponsors due to the California wildfires opened up some spots, allowing Jeep to secure a primetime slot.
Balancing Politics and Inspiration
Francois acknowledges that the commercial may be perceived as political, something he intended to avoid. However, he believes it will be successful if politics are set aside. The ad aims to connect with consumers by conveying a message of freedom and choice, without taking sides on environmental concerns or promoting electric vehicles.
Ford's Deliverance
In the tradition of his iconic roles as Jack Ryan, Rusty Sabich, Indiana Jones, and Han Solo, Harrison Ford delivers a powerful performance in this Super Bowl commercial, embodying a message that resonates with Jeep's values and inspires viewers to embrace their own choices.