Fiat Chrysler salutes Jeep history in Super Bowl 50 ads
Fiat Chrysler Automobiles NV doubled-down on Jeep for its two Super Bowl 50 commercials.
Both ads focused on the importance of the sport utility brand as it celebrates its 75th anniversary this year and continues to expand globally.
The first 60-second commercial called “Portraits” featured more than 60 curated images from around the world, including actors and musicians (Marilyn Monroe, Jeff Goldblum, BB King, Aretha Frankin) and pop culture moments (“Jurassic Park,” “The Terminator”) linked together with Jeep vehicles. It aired prior to kickoff of the second half between the Denver Broncos and Carolina Panthers
“I’ve seen things no man should bear. And those that every man should dare. From the beaches of Normandy, to the far reaches of the Earth. In my life, I have lived millions of lives,” says the voiceover for the spot that aired prior to kickoff of the second half between the Denver Broncos and Carolina Panthers.
“I’ve seen things no man should bear. And those that every man should dare. From the beaches of Normandy, to the far reaches of the Earth. In my life, I have lived millions of lives,” says the voiceover. “I’ve outrun robots and danced with dinosaurs … I’ve traveled, trekked, wandered and roamed only to find myself right where I belong.”
The ad ended with “We don’t make Jeep, you do,” and then “75 years” and “Jeep,” which is celebrating its 75th anniversary in 2015.
The second 60-second “4x4ever” ad featured on the adventurous nature of the Jeep brand with people driving through deserts, snow and forests. It also ended with “Jeep” and “75 years.”
“If ‘Portraits’ pays homage to the brand’s past and the people who have formed it, the 60-second video, ‘4x4ever,’ is the battle cry meant to bind its global community and drive Jeep brand followers toward the future,” the company said in a statement.
The adventurous videos were paired with a custom music track created specifically for the brand and performed by Sony Music artist Morgan Dorr
The Jeep brand’s “Portraits” was created in partnership with iris New York; “4x4ever” was created in partnership with DDB Chicago.
Fiat Chrysler burst onto the Super Bowl advertising scene in 2011 with its two-minute “Born of Fire” ad that featured Eminem for the Chrysler 200 and launched the tagline “Imported From Detroit. It has followed every year since with at least two minutes of ads.
Fiat Chrysler is one of a handful of automakers to air roughly 10 minutes of ads during Super Bowl 50.
Acura, Audi, Buick, Honda, Hyundai, Kia, Mini and Toyota all will air at least one commercial. Sitting on the sidelines are Ford, Volkswagen and others.
Other than Jeep, Toyota and Super Bowl newcomer Buick, all other automakers released their commercials online prior to the game, as brands attempt get as much traction as they can for the estimated $5 million per 30-second spot.
Market research firm Kantar Media reports that over the past 10 years, Fiat Chrysler has been the third-biggest spender during the Super Bowl: Anheuser-Busch InBev is tops at a combined $278.3 million; Pepsico Inc. spent $172 million; Fiat Chrysler spent $139.9 million; Coca-Cola Co. spent $118.4 million; and General Motors Co. spent $86.8 million.