In a standout moment during Super Bowl LIX, Jeep unveiled a two-minute commercial titled “Owner’s Manual,” featuring the legendary actor Harrison Ford. Directed by Academy Award-nominated James Mangold, the ad captivated audiences with its introspective narrative and Ford’s charismatic presence.
In the commercial, Ford reflects on life’s myriad choices, emphasizing the importance of pursuing what brings personal happiness. He shares, “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.” The ad subtly highlights the Jeep Wrangler 4xe, aligning the brand with themes of freedom and adventure.
The collaboration between Jeep and Harrison Ford was kept under wraps until its debut during the game, adding to the surprise and impact of the advertisement. The commercial also features an original score, “Go Anywhere,” composed and performed by Nathaniel Murphy, enhancing its emotive appeal.
This campaign underscores Jeep’s commitment to delivering compelling narratives that resonate with audiences, reinforcing its brand ethos of exploration and authenticity.
