Automotive enthusiasts can rejoice as Jeep and Dodge Ram are set to make their grand return to the Super Bowl. Stellantis, the parent company of both brands, has announced that it will air two commercials during the Big Game on February 9, marking a major investment in one of the most-watched events of the year.
While Stellantis has yet to reveal specific details about the ads—such as the creative direction, length, or participating agencies—it has confirmed that the Ram spot will run during the two-minute break of the second quarter. Jeep’s presence was confirmed late last year, continuing its tradition of creating memorable Super Bowl moments.
Jeep’s lead creative agency, Highdive, and Ram’s agency, Doner, are both likely contenders for producing the ads. However, Stellantis is known for exploring separate pitches specifically for its Super Bowl commercials, keeping fans and industry insiders guessing about what to expect.
The automaker’s commitment to the Super Bowl stands out as many competitors sit this one out. Automotive brands that advertised in the 2024 game—such as Kia, BMW, and Volkswagen—have all confirmed they won’t return this year, citing a lack of new model launches in the first quarter to justify the steep cost. Other automakers, including Nissan, General Motors, Hyundai, and Mercedes, have also opted out, leaving Stellantis as one of the few major players investing in the Big Game.
Olivier Francois, Stellantis’ global chief marketing officer, has a long history of orchestrating high-profile Super Bowl campaigns. Past efforts have included star-studded productions featuring Bruce Springsteen, Bill Murray, and Clint Eastwood. Francois’ dedication to Super Bowl marketing underscores Stellantis’ belief in the power of the event to capture attention and create cultural moments.
This year’s investment comes at a critical time for Stellantis. According to Ad Age, the company is navigating a challenging period, with U.S. sales declining by 15% in 2024. Additionally, the sudden resignation of former CEO Carlos Tavares in December has left the automaker searching for a new leader to steer its future.
As fans gear up for game day, all eyes will be on Jeep and Dodge Ram to see if their ads can deliver the kind of memorable moments that have made Super Bowl commercials a cultural phenomenon. With Highdive at the helm of at least Jeep and the brands’ track records for creativity, expectations are riding high.
Super Bowl LXI will air on Fox on February 9. To see other local Super Bowl stories, click here.
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