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Jeep and Ram are Going Back to the Super Bowl

It is always a huge question for the automakers. Should they advertise in the Super Bowl. It is the world's biggest stage but the prices are incredibly high.
2023 Ram Limited

Ram and Jeep are confirming that they will have Super Bowl ads this year. They are going back to the big game and it is the most expensive in history. Ads for a thirty-second spot during the Fox broadcast are $7 million. That is up from the $6.5 million that NBC charged last year. Ram and Jeep are Stellantis’ best sellers, but it is unclear what vehicles will be highlighted. The Ram 1500 is the automaker’s most profitable vehicle.

Ram and Jeep’s Advertising Buy

According to a statement from Stellantis, “Jeep brand will debut a 60-second commercial at the two-minute break of the second quarter. Ram brand will debut a 60-second commercial at the beginning of the fourth quarter.”

In the past, Jeep has used the big game to send big messages. The company landed Bruce Springsteen to send a message about unity. The Jeep brand is uniquely American. Jeep’s two-minute advertisement, called “The Middle” had Springsteen asking Americans to meet in the middle. It focused on a chapel in Lebanon, Kansas, which is the geographical center of the lower 48 states.

Ram had a brilliant campaign in 2013 based on "It Takes a Farmer".

Chrysler’s advertisement years ago, using Eminem to represent the brand is still often used in advertising classes to represent how a company can rebrand itself and sell to a larger audience. Chrysler also featured Clint Eastwood in an ad about Halftime in America.

Last year, Stellantis brands skipped the Super Bowl.

Super Bowl Audience

Last year, the NFL estimated that 101.1 million television viewers and another 11.2 million streamers watched the big game on NBC. The numbers are expected to be higher this year because the COVID crisis has waned, and people are expected to return to Super Bowl parties and watching the game in larger venues. Creating an ad that leaves people talking the day after the game can be priceless. We’ll find out Sunday night.

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Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin.

Follow Mary Conway at @maryconwaymedia and send her car news tips for future stories.

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