In an increasingly unpredictable automotive landscape, Stellantis, the parent company of iconic brands like Ram and Jeep, made a significant move by featuring its commercial during Super Bowl 59. This decision was spurred by a series of unexpected events, including the sudden exit of CEO Carlos Tavares and a pressing need for the company to re-establish its presence in the competitive U.S. market. Chief Marketing Officer Olivier Francois shared insights into this strategic pivot, underscoring the importance of the Super Bowl as a unique platform for storytelling and brand revival.
As other automakers opted out of this high-stakes advertising arena due to financial constraints and market uncertainties, Francois highlighted that Stellantis saw this moment not merely as an advertising opportunity but as a crucial chance to recast the company’s narrative. Francois articulated Stellantis’ motivations during a conversation with Chairman John Elkann, who called for a creative comeback to reflect the company’s resilience and dedication to the American market.
Stellantis’s advertising journey traces back to its origins and earlier challenges. The company, previously known as Fiat Chrysler, has a rich history of using noteworthy cultural moments to bolster its brand image. A pivotal moment was a surprising ad featuring Eminem during the 2011 Super Bowl, which not only emphasized the company’s ties to Detroit but also encapsulated a message of perseverance. The ad symbolized a broad revitalization effort, intertwining the brand’s identity with the spirit of recovery seen in the Motor City itself.
Elkann’s directive to Francois to recapture this “comeback spirit” occurred during a time of recovery after years marked with cost-reduction strategies and fiscal tightening. This call to action echoed sentiments once championed by late CEO Sergio Marchionne. With a focus on high-impact, narrative-driven advertising, Stellantis aimed to transform the traditional marketing approach often employed within the auto industry.
Crafting a Unique Narrative
Unlike many automotive advertisements that prominently showcase vehicles, Stellantis has embraced a storytelling approach that melds cultural commentary with brand messaging. This year, while the Ram Trucks ad provided a humorous take on a classic folktale starring actor Glen Powell, it was the Jeep commercial featuring Harrison Ford that emerged as the standout. In a manner reminiscent of previous successful campaigns, Ford brings a personal touch to the vehicle’s narrative, discussing themes of freedom and personal agency in a world devoid of owner’s manuals.
Interestingly, the creative process behind the Jeep commercial was notably collaborative. Francois, breaking the mold of a traditional CMO, took an active role in scriptwriting—a rarity in the industry where agency-built narratives usually dominate. This hands-on involvement allowed for a more authentic conveyance of the brand’s spirit, resonating with audiences on a deeper level.
The automotive industry is currently grappling with the transition toward electric vehicles (EVs), a shift underscored by increasing consumer demand and regulatory pressures. However, this evolving landscape has left many automakers struggling to keep pace, often resulting in a frantic mentality—something Francois likened to “running like headless chickens.” He argued that frequent proclamations about EVs without substantial products to back them have led to consumer fatigue and skepticism.
Despite participating in the EV narrative, Stellantis opted for a balanced representation by integrating traditional internal combustion engines alongside hybrids in their Super Bowl ads. This approach positions the company not just as a player in the electric space but as a versatile automaker capable of meeting diverse consumer needs.
A Lesson in Marketing Resilience
The decision to participate in the Super Bowl this year, despite various challenges facing the automotive sector, serves as a testament to Stellantis’ belief in the power of storytelling and brand identity. By focusing on substantive narratives rather than solely on product features, the company has harnessed the potential of iconic brands and cultural relevance.
Francois concluded that this opportunity to rewrite their narrative was effectively a strategic blessing, allowing Stellantis to pivot away from the frenzy of the EV race and create a meaningful connection with its audience. As the automotive industry continues to evolve, Stellantis’ bold Super Bowl appearance may serve as a blueprint for other companies grappling with the challenges of reinventing themselves in a fast-paced, ever-changing market.
Stellantis’ participation in Super Bowl 59 epitomizes a masterclass in strategic marketing and narrative crafting—a necessity for any organization looking to thrive in an era ripe with both challenges and opportunities.
