Why Stellantis was the only automaker to advertise

DETROIT — A CEO’s exit, electrical autos making the business run round like “headless chickens” and an organization’s U.S. revival all got here collectively to make Ram and Jeep mother or father Stellantis the one automaker with a Tremendous Bowl 59 industrial.

That is in response to Stellantis Chief Advertising and marketing Officer Olivier Francois, who mentioned whereas different automakers deserted this 12 months’s large sport amid business uncertainty and price slicing, it was important for the embattled trans-Atlantic carmaker to return to the Tremendous Bowl.

Francois mentioned Stellantis Chairman John Elkann, a scion of Italy’s Fiat carmaker, known as him after CEO Carlos Tavares’ abrupt departure in December and instructed him to promote throughout the large sport as a recommitment to the automaker’s enterprise within the U.S.

“We weren’t set to make a industrial. John Elkann known as me in December, saying, you recognize, ‘I need one thing. I wish to make a comeback. We wish to present, to precise, that comeback story. We wish to present America how a lot it is very important the Stellantis group,'” Francois instructed CNBC.

Stellantis, previously generally known as Fiat Chrysler, has change into well-known beneath Francois for symbolic, nontraditional advertisements that function iconic celebrities that inform a narrative past simply making an attempt to promote new vehicles and vans.

It began when the automaker was making an attempt to make a comeback from its 2009 chapter. It aired a shock two-minute Tremendous Bowl advert in 2011 that includes rapper Eminem and the town of Detroit — tying the corporate’s revival to the Motor Metropolis’s grit and rebirth. The advert additionally featured a now discontinued Chrysler sedan known as the 200.

Francois mentioned Elkann, who’s main the seek for a brand new CEO, instructed him to recapture that sort of “comeback” spirit for the automaker, following years of value slicing and lackluster gross sales within the U.S.

Elkann, Francois mentioned, additionally instructed him to think about the late Fiat Chrysler CEO Sergio Marchionne when creating the automaker’s advertisements this 12 months. Marchionne, who died in 2018, was a supporter of Francois and previous Tremendous Bowl advertisements.

“There’s a sort of philosophy connected to Sergio, which is that he believed in enjoying like you don’t have anything left to lose. He used to say, ‘Mediocrity shouldn’t be well worth the journey,'” Francois mentioned. “So this 12 months’s Tremendous Bowl artistic execution and funding are very a lot the essence of the spirit.”

Since Eminem, the corporate’s Tremendous Bowl advertisements have featured actors reminiscent of Clint Eastwood, Invoice Murray and singer Bob Dylan, amongst others. These spots have not essentially prominently featured any particular car, however they’ve mentioned culturally related subjects reminiscent of political divides and patriotism.

Stellantis’ Ram Vehicles advert this 12 months was a extra conventional, comedic Tremendous Bowl industrial. It starred “Twisters” and “High Gun: Maverick” actor Glen Powell reimagining “Goldilocks and the Three Bears” with vans.

However the automaker’s two-minute Jeep advert starring that includes “Star Wars” and “Indiana Jones” actor Harrison Ford was a real return to kind for Francois.

Francois mentioned Ford turned down an preliminary pitch for a distinct advert. That is when Francois mentioned he and pal Edward Razek, a former advertising and marketing government for Victoria’s Secret proprietor L Manufacturers who resigned amid controversy in 2019, wrote the primary model of the advert that aired.

CMOs do not usually write scripts. It is extra widespread for these executives to approve a script from an company, with steering. Francois mentioned companies did help forward of the ultimate advert, however the script and concepts began contained in the automaker.

Within the advert, Ford discusses freedom, heroes and other people writing their very own tales in life as a result of there is no such thing as a “Proprietor’s Guide,” which is the title of the industrial.

As Ford opined, a number of Jeep fashions will be seen driving and off-roading, together with one which passes a Ford Bronco SUV — a more moderen competitor to the Jeep Wrangler SUV — whereas the actor talks about inspiring others.

“I mentioned ‘sure’ to doing this industrial due to the script. It is a very easy communication about life and ends with getting in a Jeep car, that is the hook. It did not require me to reintroduce myself, level to the truth that in my life I have been many issues and recognized for particular initiatives or roles,” Ford mentioned in an announcement. “It is only a quiet speak from someone sharing an thought. I really like the way in which it developed.”

The Wrangler passing the Bronco is considered one of two references to the Jeep rival. The opposite comes from the actor on the finish of the advert: “Select what makes you cheerful. My buddies, my household, my work make me blissful. This Jeep makes me blissful — though my identify is Ford. That is my proprietor’s guide. Get on the market, write your individual.”

The Jeep advert was shot over two days with Ford in Santa Clara, California, in early December, in response to Stellantis. 

Automotive has traditionally been one of many prime segments for Tremendous Bowl promoting. Even throughout the Nice Recession in 2008 and 2009 when the business was hit laborious, a number of corporations reminiscent of Toyota Motor, Hyundai Motor and Audi aired advertisements.

Francois believes different automakers probably did not take part within the Tremendous Bowl this 12 months due to a scarcity of payoff in prior years, when many automakers, together with Stellantis, touted all-electric autos that weren’t on sale.

“Within the final years, there was loads of automakers, all of them [touting] EVs, EVs that did not even exist,” Francois mentioned. “These guys are clearly operating like headless chickens: EVs, EVs, EVs. I imply, that is the place all of us had been.”

Automakers frequently marketed throughout the NFL common season and playoffs, together with with sponsorships reminiscent of Toyota being the “Official Automotive Companion of the NFL.” However none, aside from Stellantis, marketed throughout Sunday’s sport.

Each of Stellantis’ Tremendous Bowl advertisements this 12 months featured electrical autos, however in addition they included conventional autos with inner combustion engines in addition to plug-in hybrid fashions such because the Jeep Wrangler.

Francois mentioned it might have been a blessing that Elkann known as him in early December as a substitute of months earlier as a result of it allowed him to be extra related within the messaging, reasonably than simply touting EVs.

“The second had modified, and I used to be fortunate sufficient to have the chance to rewrite the scripts. To rewrite historical past, to say, to not run like a headless rooster,” Francois mentioned. “I used to be in a position to improvise within the second.”

Stellantis declined to reveal how a lot cash it spent on the manufacturing or broadcast of the advertisements, which had been promoting for as much as $8 million for 30 seconds of air time throughout Tremendous Bowl 59.

However Francois mentioned Elkann has instructed promoting and advertising and marketing leaders at Stellantis that “Advertising and marketing is now not a value. It’s an funding.”