Jeep Highlights Patriotism and 2025 Wrangler 4xe in Super Bowl Ad

Jeep’s parent company Stellantis has become well-known over the last decade for using its Super Bowl commercials to send larger messages about unity and patriotism. This year’s surprise ad starring Harrison Ford followed a similar theme. Harrison Ford spoke about Jeep’s rich patriotic history and showed off a 2025 Jeep Wrangler 4xe. The ad also showed other Jeeps and tells drivers that they should choose the vehicle that makes them happy. Jeep is just rolling out its first BEV with the Jeep Wagoneer S but also features several 4xe plug-in hybrid models and lots of gas-powered versions.

Says Ford in the ad, “Choose what makes you happy. My friends, my family, my work make me happy. This Jeep (Wrangler 4xe) makes me happy … even though my name is Ford. That's my owner’s manual. Get out there. Write your own.”

“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.

“As America’s most patriotic brand for the last 23 years running, it only makes sense for the Jeep brand to continue to be one of the industry’s greatest creative supporters of the Big Game. And there was no greater stage to have Ford admit to America just how happy Jeep makes him.”

“Owner’s Manual” Two Minute Commercial

The commercial was the brainchild of Olivier Francois who is now Stellantis’ Global Chief Marketing Officer. Francois has been behind some of Stellantis’ most famous ads. The ad was directed by James Mangold who is known for “Ford vs Ferrari” and “Indiana Jones and the Dial of Destiny”.

Said Harrison Ford about working with the Jeep brand on the commercial, "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. It's just a quiet talk from somebody sharing an idea. I love the way it developed."

Olivier Francois, global chief marketing officer of Stellantis, said, “The Jeep brand ethos is one steeped in freedom, adventure and passion, born in America, but recognized and lived around the world. And as our 84-year history continues to unfold, we also want to remind our Jeep 4x4 vehicle owners that when they set out for the types of adventures for which our brand is singularly known to inspire, there will be a Jeep for everyone.

Francois’ Super Bowl Messaging

Francois was also the brains behind the iconic Super Bowl ad in 2021 starring Bruce Springsteen called “The Middle”. “'The Middle' is a celebration of the Jeep brand’s 80-year anniversary and, it is a call to all Americans to come together and seek common ground as we look collectively to the road ahead.”

Added Francois, “Bruce Springsteen was instrumental in crafting this joint message. His experiences and perspective have often been called upon to bridge a divide. Now seems to be a time when a message like this is greatly needed.”

With Francois’ guidance, in the last decade, the Jeep, Dodge and Ram brands have evoked strong messaging in their Super Bowl campaign efforts. While “Imported from Detroit” spoke to the grit, ingenuity and determination of the American (Detroit) automotive workforce in 2011, the following year “Halftime in America” was a rallying cry to Americans going through challenging times, with Clint Eastwood stating, “This country can't be knocked out in one punch. We get back up again.” In 2013, the Ram brand launched “Farmer,” honoring American farmers through the iconic words of legendary radio personality Paul Harvey.

Ram also received great reaction about its ad with actor Glen Powell playing Goldilocks choosing between three Ram trucks.

Jeep Photo

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.

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