In a dramatic twist of events, Stellantis emerged as the sole automaker to participate in Super Bowl 59, defying the current automotive industry’s trend of caution and cost-cutting. The decision appears to stem from a series of pivotal changes within the company, from a leadership shift to a renewed focus on the American market. Chief Marketing Officer Olivier Francois played a key role in this comeback, emphasizing a narrative that not only sells vehicles but also embodies the spirit of resilience and renewal.
The Challenge of Leadership Change
The abrupt departure of CEO Carlos Tavares in December created ripples within Stellantis, prompting a call to action from Chairman John Elkann. In an unexpected move, Elkann reached out to Francois with a mission: to create a Super Bowl commercial that would symbolize a fresh start for the company. This was not just an ordinary marketing campaign; it was a declaration of Stellantis’s renewed commitment to the U.S. market.
Francois recounted Elkann’s insistence on capturing the “comeback” spirit reminiscent of their previous successful ads. The shift in leadership and the imminent need to stabilize the company’s presence in the U.S. prompted a reevaluation of Stellantis’s advertising strategy—hence, the resurgence at the Super Bowl. Increasing competition and the uncertainty surrounding electric vehicles (EVs) only heightened the stakes for Stellantis to craft a message that resonated with American consumers.
Stellantis’s history has been marked by powerful advertising that transcends traditional vehicle promotion. Francois’s approach has always leaned towards symbolic storytelling, aiming to connect emotionally with audiences. The initial leap into this terrain can be traced back to their 2011 Super Bowl ad featuring rapper Eminem, effectively intertwining the destiny of the automaker with the gritty resilience of Detroit.
Francois’s ad campaigns have evolved to feature well-known personalities and address culturally relevant issues, creating a legacy that stands as a hallmark of Stellantis’s marketing philosophy. As the company seeks to navigate a new era, Ogilvy’s principles encapsulated by the late Sergio Marchionne—such as the pursuit of audacity over mediocrity—have become crucial as they prepare for a new chapter. This philosophy has reinforced the importance of impactful storytelling in a landscape increasingly crowded by electric vehicle rhetoric.
The Ad Campaign: Humor and Sentiment
At Super Bowl 59, Stellantis aired two notable commercials—one for Ram Trucks and the other for Jeep. The Ram advertisement employed humor, presenting a reimagined story of “Goldilocks and the Three Bears” with a focus on trucks. Meanwhile, the Jeep ad featuring Harrison Ford was emblematic of Stellantis’s legacy of stirring emotional narratives.
The Jeep commercial, with Ford as the narrator, struck a chord with themes of freedom and self-discovery. In a world inundated with excess promotions of EVs, Ford’s message stood out as he encouraged viewers to define their happiness through shared experiences. Importantly, the ad cleverly included references to competing models, reinforcing Jeep’s identity while fostering a sense of community among automobile enthusiasts.
Francois’s direct involvement in the scripting of the Jeep ad is noteworthy. While typically, CMOs may oversee campaigns created by external agencies, Francois’s hands-on approach lent authenticity to the narrative, enhancing its emotional weight. The Jeep advertisement served not merely as an announcement of a vehicle, but as an invitation to embrace life’s adventures—a bold pivot that contrasts sharply with conventional vehicle-centric advertising.
The reluctance of other automakers to participate in the Super Bowl seems rooted in a larger industry hesitance regarding EVs. As many companies overly focused on the hype surrounding electric vehicles that were not yet available, Francois made a conscious decision to shift Stellantis’s message away from mere product promotion. Instead, he aimed for relevance amidst a backdrop of confusion within the automotive sector.
Francois’s assertion that many brands were moving “like headless chickens” amidst the EV frenzy highlights an industry grappling with uncertainty. This poignant observation reveals a deeper truth: while competition intensifies, many automakers have not successfully articulated their brand stories amidst the evolution of automotive technology.
Stellantis’s decision to advertise during Super Bowl 59 marks a significant leap into a future full of challenges. The melding of humor, emotional storytelling, and industry criticism exemplifies a strategic pivot that could ensure the company’s resilience in an increasingly competitive market. Francois’s vision mirrors the historical ethos of Stellantis, reflecting an inner strength that many competitors might lack. As the automotive landscape shifts with the rise of electric vehicles, Stellantis’s approach to redefining its narrative could well set the stage for future success.
