Surprisingly, Jeep decided to take advantage of the exposure from the high-profile Super Bowl final (Big Game) in the U.S., which took place last Sunday between the Kansas City Chiefs and the Philadelphia Eagles, to reveal a video featuring Harrison Ford.
The short film, lasting 2 minutes, titled “Owner’s Manual,” was directed by James Mangold, known for hits like Logan, A Complete Unknown, and Ford vs. Ferrari. It highlights the fact that, with the infinite possibilities life offers, people, unlike cars, do not have the advantage of a manual to guide their decisions. Ultimately, they end up choosing what makes them happy, which is to drive a Jeep.
“Together with Harrison Ford and Oscar-nominated director James Mangold, we worked closely to create an intimate film that stands out for its calm nature, exactly the opposite of what viewers expect from commercials during the so-called ‘Big Game,’ but very consistent with many of our previous films for this event over the years,” said Olivier François, Global Chief Marketing Officer of Stellantis.
