Jeep's 2025 Super Bowl commercial, titled "Owner's Manual," features Harrison Ford in a two-minute film directed by James Mangold. The ad emphasizes personal empowerment and happiness, aligning with Jeep's ethos of freedom and adventure. As the only automaker with ads in the game, Stellantis uses this platform to showcase Jeep's multi-energy vehicles, including the Wrangler 4xe and Wagoneer S. The commercial, a departure from typical high-energy Super Bowl ads, aims to resonate through its quiet and reflective storytelling.
In a Super Bowl filled with high-energy ads and celebrity cameos, Jeep took a different approach with its 2025 commercial featuring Harrison Ford. Titled "Owner's Manual," the two-minute film directed by James Mangold focuses on personal empowerment and happiness. Jeep, the only automaker advertising during the game, uses this opportunity to highlight its diverse lineup of multi-energy vehicles, including the hybrid Wrangler 4xe and the electric Wagoneer S. The ad is a testament to Jeep's ethos of freedom, adventure, and authenticity.
Jeep's 2025 Super Bowl commercial, "Owner's Manual," stands out by offering a reflective and intimate narrative, contrasting with the typical high-energy ads seen during the event. Directed by James Mangold and starring Harrison Ford, the two-minute film focuses on themes of personal empowerment and happiness. Ford, known for his roles in iconic films, delivers a message that life doesn't come with an owner's manual, encouraging viewers to make choices that lead to happiness. The ad aligns with Jeep's brand ethos of freedom and adventure, resonating with audiences through its quiet nature [1] [2].
Stellantis, Jeep's parent company, was the only automaker to advertise during the 2025 Super Bowl, a strategic move that set the brand apart. The commercial showcases Jeep's multi-energy platforms, including the gas-powered Jeep Wrangler 392, the hybrid Jeep Wrangler 4xe, and the electric Jeep Wagoneer S. This diverse lineup highlights Stellantis' commitment to offering choices to consumers, reflecting the company's understanding that not all Americans have embraced electric vehicles. By focusing on personal empowerment and the freedom to choose, the ad resonates with Jeep's core values and appeals to a broad audience [3] [4].
The creation of the "Owner's Manual" commercial was a collaborative effort involving Harrison Ford, director James Mangold, and Stellantis' global chief marketing officer Olivier Francois. The ad's development was marked by a desire to create a meaningful and authentic narrative that would resonate with viewers. Ford's involvement was initially uncertain, but the project's focus on personal storytelling and empowerment convinced him to participate. The commercial's quiet and reflective nature, coupled with its original score by Nathaniel Murphy, distinguishes it from other Super Bowl ads, setting a new standard for Jeep's advertising approach [5].
Jeep's 2025 Super Bowl commercial featuring Harrison Ford marks a notable departure from the typical high-energy ads associated with the event. Through its reflective narrative and focus on personal empowerment, the ad aligns with Jeep's core values of freedom and adventure. As the only automaker to advertise during the game, Stellantis uses this platform to showcase its diverse range of vehicles, emphasizing consumer choice. The collaboration between Ford, Mangold, and Stellantis results in a commercial that not only stands out but also sets a new benchmark for authenticity and meaningful storytelling.
""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."" - Harrison Ford
""Freedom is for everybody. But it isn't free, it's earned."" - Harrison Ford
""We worked very closely with each other to create an intimate film that would stand out through its quiet nature."" - Olivier Francois