Detroit – The output of a CEO, the electric vehicles that make the industry work as “headless chickens” and the US company of a company joined to make RAM and Jeep Parent Stellantis the only car manufacturer with a super commercial with a commercial of Super Bowl 59.
That is according to the marketing director of Stellantis, Olivier Francois, who said that while other car manufacturers left this year’s great game in the midst of the uncertainty of the industry and cost reduction, it was essential that the transatlantic car manufacturer transformed will return to the Super Bowl.
Francois said that the president of Stellantis, John Elkann, a rod from the Fiat manufacturer Fiat of Italy, called it after the abrupt departure of CEO Carlos Tavares in December and told him to be announced during the great game as a commitment to the business of the car manufacturer in the United States.
“We were not ready to make a commercial. John Elkann called me in December, saying: “I want something. I want to return. We want to show, express that return story. We want to show the United States how much it is important for the Stellantis group,” Francois told CNBC.
Stellantis, previously known as Fiat Chrysler, has become known under Francois for non -traditional symbolic ads that present iconic celebrities that tell a story beyond just trying to sell new cars and trucks.
It began when the automobile manufacturer tried to return from its 2009 bankrupt The motor city. The announcement also presented a Chrysler sedan now discontinued called The 200.
Francois said that Elkann, who directs the search for a new CEO, told him to recover that type of “return” spirit for the car manufacturer, after years of reducing costs and sales dazzled in the United States.
Elkann, said Francois, also told him to think about Fiat Sergio Marchionne’s Chrysler CEO by creating the ads of the car manufacturer this year. Marchionne, who died in 2018, was a supporter of Francois and the previous Super Bowl ads.
“There is a kind of philosophy associated with Sergio, which he believed in playing as if you had nothing to lose. I used to say: ‘Mediocrity is not worth the trip,’ “said Francois.” So the execution and creative investment of this year’s Super Bowl is largely the essence of the spirit. “
From Eminem, the company’s Super Bowl ads have presented actors such as Clint Eastwood, Bill Murray and singer Bob Dylan, among others. These points have not necessarily presented any specific vehicle, but have discussed culturally relevant issues, such as political divisions and patriotism.
Stellantis’s Ram Trucks announcement this year was a more traditional and comical Super Bowl commercial. The actor of “Twisters” and “Top Gun: Maverick” Glen Powell reinventing “gold and the three bears” with trucks “with trucks.
But Jeep Jeep’s announcement of the car manufacturer starring the “Star Wars” and “Indiana Jones” Harrison Ford actor was a real return for Francois.
J of Jeep Super Bowl
Francois said Ford rejected an initial tone for a different ad. It was then that Francois said that he and his friend Edward Razek, a former marketing executive of the owner of Victoria’s Secret, L Brands, who resigned in the midst of controversy in 2019, wrote the first version of the announcement that was broadcast.
CMOs do not usually write scripts. It is more common for these executives to approve an agency script, orientation. Francois said the agencies helped before the final announcement, but the script and ideas began inside the car manufacturer.
In the announcement, Ford discusss freedom, heroes and people who write their own stories in life because there is no “owner’s manual”, which is the title of the commercial.
As Ford said, you can see several Jeep driving and SUV models, including one that passes a SUV Ford Bronco, a new competitor of the SUV Jeep Wrangler, while the actor speaks of inspiring others.
“I said ‘yes’ to do this commercial due to the script. It is a very direct communication about life and ends with a Jeep vehicle, that is the hook. I did not require that he reintroduced me, pointing out the fact that in my life I have been many things and known for specific projects or roles, “Ford said in a statement.” It’s just a quiet talk of someone who shares an idea. I love the form in which it developed. “
The Wrangler who passes the Bronco is one of the two references to Jeep’s rival. The other comes from the actor at the end of the announcement: “Choose what makes you happy. My friends, my family, my work makes me happy. This jeep makes me happy, although my name is Ford. That is my owner’s manual. Salt, write yours. “
Jeep’s announcement was shot for two days with Ford in Santa Clara, California, in early December, according to Stellantis.
‘Chickens without a head’
Automotive has historically been one of the main segments for Super Bowl advertising. Even during the great recession in 2008 and 2009, when the industry was hit, several companies such as Toyota Motor, Hyundai Motor and Audi issued ads.
Francois believes that other car manufacturers probably did not participate in the Super Bowl this year due to the lack of reward in previous years, when many car manufacturers, including Stellantis, promoted fully electric vehicles that were not for sale.
“In recent years, there were many automobile manufacturers, all of them [touting] EVS, EV that didn’t even exist, “Francois said.” These guys are obviously running like headless chickens: electric vehicles, electric vehicles, electric vehicles. I mean, that’s where we were all. “
Automobile manufacturers announced regularly during the regular NFL season and playoffs, even with sponsorships such as Toyota as the “official NFL automotive partner.” But none, more than Stellantis, announced during Sunday’s game.
Both Stellantis Super Bowl ads this year presented electric vehicles, but also included traditional vehicles with internal combustion engines, as well as plug -in hybrid models such as the Jeep Wrangler.
Francois said it could have been a blessing that Elkann called him at the beginning of December instead of months before because he allowed him to be more relevant in the messages, instead of promoting electric vehicles.
“The moment had changed, and I was lucky to have the possibility of rewriting the scripts. Rewrite the story, to say, not run like a headless chicken, ”said Francois. “I could improvise at the time.”
Stellantis refused to reveal how much money he spent on the production or transmission of the ads, which were sold for up to $ 8 million for 30 seconds of air time during the Super Bowl 59.
But Francois said Elkann told Stellantis advertising and marketing leaders that “marketing is no longer a cost.” It is an investment. “
