Harrison Ford surprised fans in a sprawling, narrative-driven Super Bowl spot for Jeep, directed by James Mangold, where he urged viewers to draft their “Owner’s Manual.” Rather than featuring over-the-top cameos and punchlines, the commercial showcased the monologuing Indiana Jones star reflecting on how life doesn’t “come with an owner’s manual.” Ford emphasized that while cheat codes might be nice, it’s even better to write one’s own stories.
“Freedom is yes, or no, or maybe,” the actor, who will soon appear in Captain America: Brave New World, stated as a highlight reel of Jeep’s archival clips played. He added, “The most sacred thing in life isn’t the path, it’s the freedom to choose it. You don’t have to be friends with someone to wave at them. We won’t always agree on which way to go, but our differences can be our strength.”
The ad—imbued with symbols of American patriotism, featuring a soldier reuniting with his daughter and a triumphant U.S. flag—concluded with Ford advocating for people to choose “wisely” what brings them joy. “My friends, my family, my work make me happy. This Jeep makes me happy, even though my name is [whispers] Ford,” he said. “That’s my owner’s manual. Get out there, write your own.”
This collaboration between Ford and director James Mangold is poised to resonate deeply, inspiring audiences to reflect on personal journeys and the narratives they create in their lives. As viewers absorb this poignant message, they are encouraged to embrace their individual paths, making this ad not just an advertisement, but a call to action for self-discovery and authenticity.
