Legendary actor Harrison Ford headlined Jeep’s two-minute Super Bowl commercial, Owner’s Manual, which aired on Sunday, February 9. The spot, directed by Academy Award-nominated director James Mangold- known for Ford v Ferrari, Indiana Jones and the Dial of Destiny– was produced by Minted Content in collaboration with Stellantis and its Global Chief Marketing Officer Olivier Francois.
In the commercial, Ford reflects on life’s unpredictability, contrasting it with cars that come with an owner’s manual. In the film, Ford says, “Choose what makes you happy.” Adding, “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.”
The ad was designed to stand apart from typical high-energy Super Bowl commercials, opting for a more introspective tone. Together with Ford and Mangold, the automaker was able to create an intimate film that breaks from tradition and aligns with Jeep’s legacy of freedom and adventure.
Bob Broderdorf, Jeep’s CEO, highlighted Ford’s connection to adventure, both on screen and in real life. Broderdorf admires Ford because, in films, he has had to overcome challenges and travel through different worlds. But off-screen, Broderdorf believes Ford illuminates his own path, which is why he believes Ford embodies what the Jeep brand represents.
The ad also features an original score, Go Anywhere, by Sony Music Publishing artist Nathaniel Murphy and reflects Jeep’s long-standing relationship with the USO.
Beyond the Super Bowl spotlight, Jeep is expanding its electrified lineup. The 2025 Jeep Wagoneer S, the brand’s first global battery-electric vehicle, is launching in the U.S. and Canada with a starting MSRP of $66,995. Additionally, Jeep announced the 2025 Wrangler 4xe Willys ’41 Special Edition, honoring its World War II roots, and the return of the optional TorqueFlite eight-speed automatic transmission for the 2025 Wrangler four-door model with a 3.6-liter V-6 engine.
