The automotive landscape is evolving rapidly, with electric vehicles and shifting market dynamics prompting manufacturers to rethink their strategies. Amidst this turbulent backdrop, Stellantis, the parent company of well-known brands like Ram and Jeep, made a notable decision to invest in advertising during Super Bowl 59—a move that separated it from many of its competitors. This article examines the factors leading to this decision and how Stellantis aims to reestablish its presence in the U.S. market, leveraging a unique marketing philosophy that emphasizes narrative and cultural relevance.
Throughout the years, the Super Bowl has been more than just a sporting event; it has become a prestigious platform for brands to showcase their identity and connect with a vast audience. This year, Stellantis was the only automaker to partake in this cultural phenomenon, a move that Stellantis Chief Marketing Officer Olivier Francois emphasized was necessary to illustrate the company’s commitment to the American market. While many automakers scaled back their participation in light of uncertainties within the industry, Stellantis viewed this opportunity as a means of revitalization.
Following the unexpected departure of CEO Carlos Tavares in December, Stellantis faced a critical juncture. The company had been grappling with the challenges posed by significant cost-cutting measures and tepid sales figures. In this pivotal moment, Stellantis Chairman John Elkann reached out to Francois with a directive: to create an advertisement that encapsulates the brand’s resilience and commitment to the U.S. This request marked a significant shift from being reactive to proactive, as Stellantis aimed to position itself as an enduring player in the automotive market.
Francois was encouraged to channel the spirit of Fiat Chrysler’s late CEO Sergio Marchionne, who was known for his bold and unconventional approaches to marketing. Marchionne believed in the power of storytelling and taking calculated risks, famously asserting that “mediocrity is not worth the trip.” This philosophy resonated throughout the creative process for Stellantis’ Super Bowl ads, where the emphasis was placed on engaging narratives rather than a straightforward promotional approach.
Historically, automotive advertising, particularly during large-scale events like the Super Bowl, has often taken a conventional approach focused on directly selling vehicles. However, Stellantis opted for a more storytelling-centric method, as evidenced by its previous Super Bowl ads featuring cultural icons such as Eminem and Clint Eastwood. This year’s campaign included an unexpected comedic skit for Ram Trucks featuring actor Glen Powell, while the Jeep ad starred Harrison Ford, known for his roles in profound cinematic narratives.
The collaboration behind the Jeep ad illustrates an interesting dynamic in modern advertising. While typically agencies take the lead in scripting, Francois and his team wrote the initial draft of the script themselves. This hands-on approach allowed them to maintain a strong voice for the brand. Ford’s involvement was critical, as he resonated with the ad’s message about personal freedom and the importance of storytelling, which aligned well with the identity of the Jeep brand.
Francois highlighted a broader theme affecting the automotive industry: an overemphasis on electric vehicle promotion amidst an evolving market landscape. He noted that many brands seemed lost in a frantic chase for electric vehicle relevance, likening their approach to “running like headless chickens.” In contrast, Stellantis found a timely opportunity with its ads to balance its portrayal of both traditional vehicles and the burgeoning electric vehicle offerings, positioning itself as responsive to consumer demands rather than chasing trends blindly.
Stellantis’ decision to embrace the Super Bowl spotlight reflects a pivotal strategic resurgence for the company at a time when many of its rivals hesitated. With a renewed focus on narrative-driven advertising and a commitment to showcasing both heritage and future mobility solutions, the automaker positions itself to engage with consumers more meaningfully. As the automotive landscape continues to evolve, Stellantis is poised to navigate the challenges ahead while reinforcing its brand identity in the U.S. market.