Jeep brand’s iconic 2020 Super Bowl spot “Groundhog Day,” featuring Bill Murray reprising his role as Phil Connors, has been voted the Best American Ad of the 21st Century by readers of Campaign US in the publication’s inaugural Campaign Cup.
The Emmy-nominated commercial, which debuted during Super Bowl LIV, went head-to-head in a March Madness–style bracket against 31 other ads, including heavyweights like Snickers’ “You’re Not You When You’re Hungry” starring Betty White. Jeep’s nostalgic and playful spot came out on top after months of online voting.
The creative twist: Groundhog Day and the Super Bowl coincided on February 2, 2020—only the second time in Super Bowl history that happened. Jeep seized the rare alignment, tapping into Murray’s beloved role while introducing the open-air Jeep Gladiator as Phil’s new “getaway vehicle,” complete with the titular groundhog riding shotgun. The ad was filmed in Woodstock, Illinois, the same location as the original 1993 film.
“This was rooted in magic from the very beginning,” said Olivier Francois, Global CMO of Stellantis. “From serendipitously meeting Bill Murray years earlier to convincing him to reunite with his castmates and shoot in Woodstock, it still feels like a dream.”
Created in partnership with Highdive, the spot was an instant hit, winning USA Today’s AdMeter, becoming the most viewed Super Bowl commercial across social media that year, and earning a Primetime Emmy nomination.
Francois, whose work also includes the famed “Imported from Detroit” campaign, was inducted into the Advertising Hall of Fame last year. He added with a wink, “We’d love to share the good news with Bill, but true to form, we can’t seem to find him!”
Murray reportedly said in a now-classic moment on set, “This is my first commercial. I’m glad I did it with you, Jeep. And I’m glad that this is my last commercial, as well.”
The “Groundhog Day” Super Bowl spot wasn’t just a win for Jeep—it was a defining moment for Highdive. Founded by advertising veterans with deep roots in the Midwest, Highdive has quickly built a reputation for delivering high-concept, emotionally resonant work for brands like Jeep, Rocket Mortgage, and State Farm.
With “Groundhog Day,” Highdive cemented its status on the national stage—combining nostalgia, perfect timing, and smart casting to create an ad that wasn’t just talked about—it was crowned the best American commercial of the century.
Their work proves what Chicago creatives have known all along: the best ideas don’t always come from the coasts.
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Behind the scenes of the Jeep ‘Groundhog Day’ spot
