Stellantis has announced its return to the Super Bowl advertising stage with two commercials for its Ram and Jeep brands during the February 9 viewing. The company confirmed the Ram ad will air during the second quarter, while details on the creative content and agencies behind the spots remain under wraps.
Highdive, Jeep’s lead creative agency, and Doner, which oversees Ram, are likely contenders, but Stellantis is known for conducting exclusive pitches for its high-profile Super Bowl campaigns.
The move signals a major marketing push from Stellantis as other major automakers—such as Kia, BMW, Volkswagen, and Hyundai—have opted out of the 2025 Big Game due to budget constraints or a lack of first-quarter product launches.
Stellantis’ Strategic Play
This year’s investment marks Stellantis’ return to Super Bowl advertising since its 2023 spots for Jeep and Ram. With $7 million price tags for 30 seconds of ad time, Stellantis is betting big to regain momentum following a 15% drop in U.S. sales in 2024 and the sudden resignation of CEO Carlos Tavares last December.
Olivier Francois, Stellantis’ global chief marketing officer, has long championed the Super Bowl as a marketing platform. In previous years, he has led several notable campaigns featuring celebrities like Bill Murray, Bruce Springsteen, and Clint Eastwood.
Industry Trends
While Stellantis doubles down on its Super Bowl presence, other automakers are sitting out due to budget and timing concerns. Toyota and Kia, for instance, cited the absence of new model launches early in the year as a factor.
This year’s ads come at a critical time for Stellantis as it navigates leadership changes and looks to capture consumer interest amid a competitive market. Will the Big Game spotlight provide the momentum the automaker needs?
