In an unforgettable display during the Super Bowl, renowned director James Mangold crafted a unique two-minute short film titled “Owner’s Manual” for Jeep, featuring Hollywood icon Harrison Ford. This innovative approach stood out in a commercial landscape often saturated with star-studded, high-energy spots, opting instead for a slower, more thoughtful narrative that resonated deeply with viewers.
The film aired during the fourth quarter of the Super Bowl, a moment when most brands typically rely on quick, eye-catching snippets filled with fleeting celebrity cameos. Jeep chose to zig while others zagged, presenting a reflective piece directed by James Mangold, known for his work on projects like “A Complete Unknown” and “Indiana Jones and The Dial of Destiny.” Ford, a celebrated actor with an impressive portfolio, lent his voice and presence to deliver a message that encourages viewers to embrace life’s infinite possibilities.
Olivier Francois, the global Chief Marketing Officer of Stellantis, Jeep’s parent company, shared insights into the creative collaboration. “We worked very closely with each other to create an intimate film that would stand out through its quiet nature, very much opposite of what viewers have come to expect from Big Game commercials,” Francois explained. This perspective reflects a departure from the typical frenetic pace of Super Bowl ads, echoing the thoughtful storytelling that Mangold is celebrated for.
In “Owner’s Manual,” Ford articulates a poignant truth: while cars come with manuals to navigate their use, human lives do not. “People, unlike cars, don’t have the advantage of an owner’s manual that can help guide their decisions,” he states in the film. This theme speaks to the fundamental human experience, encouraging audiences to consider what truly brings them happiness.
Ford expressed his enthusiasm for the project, stating, “I said ‘yes’ to doing this commercial because of the script. It’s a very straightforward communication about life.” He appreciated the opportunity to engage with a simple yet profound concept that resonates on a personal level. Ford added, “It didn’t require me to reintroduce myself, point to the fact that in my life I’ve been many things.” This nuanced approach contrasts sharply with the typical glitz and glamour associated with Super Bowl advertising.
The film also playfully acknowledges one of Jeep’s primary competitors. In a lighthearted moment, Ford’s character races past a Ford Bronco, humorously referencing his own last name. “Choose what makes you happy. My friends, my family, my work make me happy. This Jeep makes me happy…even though my name is Ford,” he quips, delivering a memorable tagline that encapsulates the essence of the campaign.
The Super Bowl is not only the largest sporting event of the year but also the biggest television and advertising phenomenon, attracting viewers and brands from around the globe. While reports suggested that up to 100 celebrities would appear in various ads during the game, with fees ranging from $3 to $5 million for major stars, Jeep took a refreshing turn by simplifying their approach with a heartfelt narrative, led by one of the most beloved figures in Hollywood.
Overall, James Mangold’s direction in the Jeep Super Bowl short film not only showcased his storytelling prowess but also reinforced the value of authenticity in advertising. By prioritizing meaningful content over mere spectacle, this initiative stands as a testament to the evolving landscape of Super Bowl commercials, inspiring viewers to find joy in both the extraordinary and the simple moments of life.
