Jeep’s two-minute 2025 Super Bowl ad, “Owner’s Manual,” features Harrison Ford reflecting on life and personal choices before delivering the punchline: the Jeep Wrangler 4xe makes him happy “even though my name is Ford.” The surname joke nods to the automaker rivalry, but Jeep’s stated message is simpler: choose what makes you happy.
What happens in Jeep’s “Owner’s Manual” ad?
Jeep revealed the film during Super Bowl LIX on February 9, 2025; the company’s official release followed on February 10. In the quiet, two-minute spot, Ford speaks directly about the things that matter to him, then names the Wrangler 4xe as one of them.
The official release transcribes his closing passage as: “Choose what makes you happy. My friends, my family, my work make me happy. This Jeep (Wrangler 4xe) makes me happy…even though my name is Ford. That’s my owner’s manual. Get out there. Write your own.”
Is the ad taking a shot at Ford or the Bronco?
Ford’s surname is the punchline, and The Associated Press also described the line as a joke. It naturally invites a reading about the rivalry between Jeep and Ford. But the official transcript does not name the Ford Bronco, nor does it present the commercial as an attack on that vehicle. The Bronco connection is an audience interpretation, not an explicit part of the ad’s wording.
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- AUTHENTIC DESIGN: Highly detailed 1:34 scale die-cast model of the Jeep Wrangler Rubicon, featuring the iconic front grille and off-road styling
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Why does the commercial feel different from other Super Bowl ads?
Jeep and Stellantis said they deliberately chose an intimate, reflective approach rather than the loud or overtly comic style many viewers expect from a Big Game spot. Stellantis Global Chief Marketing Officer Olivier Francois said the team wanted the film’s “quiet nature” to stand apart from those expectations while remaining consistent with Jeep’s past Big Game films.
Ford said he accepted the project because of the script: it was a straightforward reflection on life that did not ask him to reintroduce himself or point to his famous roles. He described the result as “a quiet talk from somebody sharing an idea.”
Rank #2
- AUTHENTIC DESIGN: Highly detailed 1:34 scale die-cast model of the Jeep Wrangler Rubicon, featuring the iconic front grille and off-road styling
- DIMENSIONS: 5-inch length makes this model perfect for collectors and display purposes while maintaining impressive detail
- QUALITY CONSTRUCTION: Die-cast metal body with plastic components, featuring opening doors and realistic black off-road wheels
- REALISTIC FEATURES: Detailed interior, textured off-road tires, and accurate Rubicon badging make this a true-to-life replica
- DISPLAY READY: Vibrant exterior finish with contrasting black trim design captures the essence of the real Jeep Wrangler
The contrast stood out amid a 2025 Super Bowl ad slate that the Associated Press characterized as leaning toward easy laughs and nostalgia, though that did not describe every commercial. AP also quoted Northwestern marketing professor Tim Calkins: “Safe advertising isn’t the advertising you notice or remember.” That observation helps explain why Jeep’s restrained approach could register as a deliberate contrast, not simply as a vehicle pitch.
Who made the ad, and what is the music?
- Director: James Mangold.
- Production: Minted Content, in collaboration with Stellantis.
- Original score: “Go Anywhere,” written and performed for the campaign by Nathaniel Murphy.
What is known about the ad’s performance?
The cited campaign announcement and AP coverage do not provide a performance statistic specific to this Jeep commercial, such as its view count, ranking, audience response, or advertising effectiveness. AP reported that some of roughly 80 Super Bowl spots cost a record $8 million for 30 seconds in 2025; that is event-wide context, not a reported price for Jeep’s two-minute film.
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- AUTHENTIC DESIGN: Highly detailed 1:34 scale die-cast model of the Jeep Wrangler Rubicon, featuring the iconic front grille and off-road styling
- DIMENSIONS: 5-inch length makes this model perfect for collectors and display purposes while maintaining impressive detail
- QUALITY CONSTRUCTION: Die-cast metal body with plastic components, featuring opening doors and realistic black off-road wheels
- REALISTIC FEATURES: Detailed interior, textured off-road tires, and accurate Rubicon badging make this a true-to-life replica
- DISPLAY READY: Vibrant exterior finish with contrasting black trim design captures the essence of the real Jeep Wrangler
Rank #4
- AUTHENTIC DESIGN: Highly detailed 1:34 scale die-cast model of the Jeep Wrangler Rubicon, featuring the iconic front grille and off-road styling
- DIMENSIONS: 5-inch length makes this model perfect for collectors and display purposes while maintaining impressive detail
- QUALITY CONSTRUCTION: Die-cast metal body with plastic components, featuring opening doors and realistic black off-road wheels
- REALISTIC FEATURES: Detailed interior, textured off-road tires, and accurate Rubicon badging make this a true-to-life replica
- DISPLAY READY: Vibrant exterior finish with contrasting black trim design captures the essence of the real Jeep Wrangler
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- Product size:6.41*2.63*2.76inch,package weight:0.71prounds,outer packing:exquisite color translucent packaging box.
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Sources
- Jeep/Stellantis: “Jeep® and Harrison Ford Remind Us to Write Our Own Owner’s Manual in Big Game Spot”, February 10, 2025.
- The Associated Press: coverage of 2025 Super Bowl advertising, February 9, 2025.
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