By Steven Symes 
The Jeep brand predictably ran a Super Bowl commercial, this time starring actor Harrison Ford, although the message for it wasn’t as strong as in past years. Known for tear-jerking, patriotic commercials during the big game, this one seemed to be gunning for just that but fell well short of those past efforts.
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Called “Owner’s Manual,” it stars Ford hanging out in some rustic cabin while pontificating about freedom and what it means. While what he says might sound exciting from little snatches, when you put his whole speech together, it’s honestly just a word salad.
This is what happens when out-of-touch executives think they can formulate something that relates to the common man. After all, instead of just touching on patriotism or the historic nature of the brand, the script references the plug-in Jeeps and even takes a jab at a competitor while unironically warning against pride.
A not-to-subtle message comes in the commercial as a Wrangler speeds around a rather dour-looking Ford Bronco. If only the Wrangler would also blast the Bronco in sales, then that image might mean something more.
There’s also a reference about not everyone going the same way. But Ford says those differences are really a strength. Everyone can decide if that’s a reference to the electrification versus ICE debate or something else, but the conclusion seems… interesting.
Of course, Stellantis executives think the commercial was brilliant, and some Jeep fans agree.
“Battle-born and forged in steel in 1941, the Jeep brand has represented freedom and adventure, pushing the limits, taking on the competition and overpowering every obstacle for over 80 years,” said Bob Broderdorf, Jeep brand CEO. “In this year’s Big Game commercial, the Jeep brand has THE guy who epitomizes adventure both on screen and off. In film, Harrison Ford has overcome the odds and flown from one side of the galaxy to the other all in the name of it, and in real life, he’s known to blaze his own trail. So, yes, Ford knows a thing or two about what the Jeep brand is all about.”
Image via Stellantis