In a year dominated by uncertainty within the automotive industry, Stellantis—a conglomerate born from the merger of Fiat Chrysler and the PSA Group—took a remarkable step by featuring a commercial during Super Bowl 59. While many automakers opted out due to rising costs and market instability, Stellantis chose to reinvigorate its presence in the U.S. market. According to Olivier Francois, the Chief Marketing Officer of Stellantis, this move was indicative of a deeper commitment to the American consumer and an essential element of the company’s comeback narrative.
Francois revealed that the impetus for this advertising push stemmed from a conversation with Stellantis Chairman John Elkann, following the unexpected exit of CEO Carlos Tavares. Elkann’s instruction to reclaim the spotlight underscores the urgency with which Stellantis is addressing its market presence. “We want to show America how much it is important to the Stellantis group,” he emphasized, setting the stage for a campaign designed not just to sell vehicles but to communicate a rebirth and renewed focus on the U.S. market, which had seen lackluster performance in recent years.
The Legacy of Powerful Storytelling
Stellantis has established a reputation for memorable and narrative-driven advertisements, a strategy that dates back over a decade. The company’s advertising approach gained traction notably during its recovery from the 2009 bankruptcy, where it famously utilized a two-minute Super Bowl commercial featuring Detroit rapper Eminem. This ad linked the company’s resurgence to the resilience of Detroit, encapsulating a larger story of determination and grit.
The philosophy behind Stellantis’ marketing strategy has evolved, inspired by the legacy of former CEO Sergio Marchionne, who believed in taking risks and making bold statements. Francois echoed this sentiment, stating that the essence of Marchionne’s philosophy—”Mediocrity is not worth the trip”—as a guiding principle for this year’s Super Bowl ads, framing the narrative around risk-taking and a mission to stand out in a saturated market.
This year’s Super Bowl ads for Stellantis featured prominent celebrities, seamlessly integrating their star power into compelling narratives. Glen Powell, known for his roles in “Top Gun: Maverick,” appeared in a comedic reimagining of the classic “Goldilocks and the Three Bears,” while Harrison Ford, the iconic actor known for “Star Wars” and “Indiana Jones,” delivered a poignant message about individuality and freedom in the Jeep ad titled “Owner’s Manual.”
Ford’s ad, which took a personal approach, emphasized the liberating nature of driving a Jeep and the importance of carving one’s own path. Interestingly, Ford’s involvement was not a given; the actor initially declined a different pitch until Francois and his team crafted a narrative that resonated with him. The collaboration resulted in a distinctive script that did not simply promote vehicles but articulated a broader life philosophy, allowing Ford to express genuine sentiments surrounding happiness, family, and adventure.
Negotiating the Shift to Electric Vehicles
Stellantis’ advertising efforts this year were particularly noteworthy for their integration of electric vehicles alongside traditional internal combustion engine models. As the automotive landscape painfully shifts towards electrification, the company’s decision to showcase both electric and conventional vehicles reflects a balanced approach that seeks to minimize the perception of chaos often associated with the transition to EVs.
Francois noted that many automakers have stumbled as they rushed to promote electric vehicles that were not yet available, likening their actions to “running like headless chickens.” Stellantis, in contrast, has managed to communicate its message effectively by showcasing a diverse lineup, aligning itself with current market demands without losing sight of its roots in traditional automotive excellence.
The timing of Stellantis’ bold decision to return to Super Bowl advertising turned out to be fortuitous. By making the choice in December—after the decision-making process of other brands had fully crystallized—Francois was able to craft a message that felt relevant, insightful, and contemporary. This adaptability is crucial in an industry where message coherence can often slip through the cracks, especially during tumultuous periods characterized by transition and uncertainty.
Ultimately, Stellantis’ participation in Super Bowl 59 serves as a testament to the importance of strategic marketing amidst industry upheaval. By embracing innovative storytelling and leveraging celebrity connections, the company communicated not merely the sale of vehicles but a larger narrative of resilience, transformation, and commitment to innovation in a rapidly evolving marketplace. As the automotive industry continues to grapple with the complexities of electrification and market adaptation, Stellantis has positioned itself as a player willing to not only chart a new course but to invite consumers to become part of that journey.