Why Stellantis was the only automaker to advertise

Detroit – Exit of a CEO, run the electric vehicle industry around like “headless chickens” and the US revival of a company came together to make Ram and Jeep Parents together Descendant The only vehicle manufacturer with a super bowl 59 commercial.

According to Olivier Francois, Chief Marketing Officer of Stalentis, who said that other vehicle manufacturers left this year’s big game amidst the uncertainty and cost of industry, it left the big game of this year, it was for the trans-bowl to return to the super bow Was important.

Francois said John Elkan, president of a scon’s Fiat carmaker’s Fiat carmaker, called him after a sudden departure of CEO Carlos Thawres in December and asked him to advertise during a big game for the automaker business in the US.

“We were not ready to make a commercial. John Elcon called me in December, saying that you know, ‘I want something. I want to make a comeback. We want to show, to express, to express, Story of that return.

Stalentis, formerly known as Fiat Chrysler, is well known under francois for symbolic, non -scriptures, which features reputed personalities that tells a story that tells only new cars and trucks Tries to sell

It began when the automaker was trying to return from its 2009 insolvency. It broadcast a two-minute super bowl advertisement in 2011-the revival of the Company, a revival of the Company, for the Grit and Rebirth of Motor City, a two-minute super bowl advertisement characterized by Rapper Eminem and Detroit City. In the advertisement, a closed Christler sedan is now called 200.

Francois stated that the alkan, who is leading the discovery of a new CEO, has to re -get that kind of “return” spirit to the automaker after years of cost cuts and reduction in the US after years of selling costs in the US. Said.

Elkan, Francois said, while making an advertisement of the automaker this year, he was also asked to think about the late Fiat Chrysler CEO Sergio Marchian. The Marchian, who died in 2018, was a supporter of Francois and previous super bowl advertisements.

Francois said, “There is a type of philosophy associated with Sergio, which he believed that you have nothing left to lose. He used to say,” The mediation is not worth the journey, “Francois said . “So this year’s super bowl creative execution and investment are the essence of a lot of soul.”

Since Eminem, actors such as Clint Eastwood, Bill Murray and Singer Bob Dylan have been included in the company’s super bowl advertisements. Those spots have not necessarily portrayed any specific vehicle prominently, but they discussed culturally relevant subjects such as political division and patriotism.

This year, the Ram truck advertisement of Stellentis was a more traditional, comedic super bowl commercial. It acted with “twisters” and “Top Gun: Maverick” actor Glenn Powell with “Goldillox and Three Beer” trucks.

But the automaker’s two -minute jeep advertisement features “Star Wars” and “Indiana Jones” actor Harrison Ford, a true return for Francois.

Francois said Ford turned down an initial pitch for a separate advertisement. When Francois said he and friend Edward Razake, a former marketing executive for Victoria’s Secret Owner L Brands, who resigned in 2019, wrote the first version of the advertisement to be aired.

CMOs usually do not write scripts. It is more common for those officers to approve the script from an agency with guidance. Francois said the agencies assisted before the final advertisement, but the scripts and ideas started inside the automaker.

In the advertisement, Ford discussed writing their stories to freedom, heroes and people in life because there is no “manual of the owner”, which is the title of commercial.

As Ford said, many jeep models can be seen driving and off-roading, with a Ford Bronco SUV pass-a new competitor for the Jip Wrangler SUV-when the actor talks about inspiring others.

“I said ‘yes’ to do this commercial due to the script. It is a very direct communication about life and ends with a jeep coming into a vehicle, it is a hook. No need was, it indicates the fact that indicating this fact that I have had many things in my life and are known for specific projects or roles, “Ford said in a statement. “This is just a quiet thing with someone sharing an idea. I like how to develop this.”

The Wrangler Jeep passing through Bronco is one of the two references to the rival. The second advertise comes from the actor at the end of the advertisement: “Choose who makes you happy. My friend, my family, my work makes me happy. This jeep makes me happy – even if my name is Ford. Get out of the manual.

According to Stelanis, Jeep Advertisement with Ford in Santa Clara, California in early December was shot in two days.

Automotive has historically been one of the top segments for super bowl advertising. Many companies such as the industry became difficult even during the Great Recession in 2008 and 2009 Toyota motor, Hyundai Motor And Audi broadcast advertisements.

Francois believes that other vehicle manufacturers did not participate in the Super Bowl this year because due to lack of payment in pre-payment, when many vehicle manufacturers, including stellentis, postponed all-electric vehicles that Were not on sale.

“In the previous years, there were many vehicle manufacturers, all of them [touting] EVS, EVS whatever was not present, “Francois said.” These people are clearly running like headless chickens: EVS, EVS, EVS. I mean, this is where we were all. ,

Automkers regularly advertised during the NFL regular season and playoffs, including “official motor vehicle partner of NFL” with sponsorship such as Toyota. But none other than stellentis, was not advertised during Sunday’s game.

This year, both were electric vehicles in the super bowl advertisements of Stellentis, but they included traditional vehicles with plug-in hybrid models such as Jeep Wrangler along with internal combustion engines.

Francois said that it could be a blessing that Elcon called him in early December in early December as it allowed him to be more relevant in messaging rather than only avoiding EVS.

Francois said, “The moment had changed, and I was lucky that the script was likely to write again. To write history again, to say, do not run like a headless chicken,” Francois said. “I was able to improve in the moment.”

Stalentis refused to disclose how much money it was spent on the production or broadcast of advertising, which was selling up to $ 8 million for aerial time of 30 seconds during the Super Bowl 59.

But Francois said that Elkan has told advertising and marketing leaders in stalentis that “marketing is no longer a cost. This is an investment.”