In the ever-evolving landscape of the automotive industry, Stellantis has made a noteworthy decision by choosing to participate in the Super Bowl 59 advertising lineup, standing as the sole automaker to do so amid widespread caution among its peers. This choice comes at a time when many automakers are grappling with transitions brought about by electrification and changing consumer preferences. Stellantis’ Chief Marketing Officer, Olivier Francois, articulated the underlying motivations behind this bold move during a recent interview on CNBC.
The context surrounding Stellantis’ participation is steeped in strategic significance. The abrupt departure of CEO Carlos Tavares last December created an uncertain climate for the company, prompting Stellantis Chairman John Elkann to call for a comeback narrative. Francois revealed that Elkann emphasized the importance of reestablishing the company’s connection to the U.S. market through impactful advertising. This insistence on making a strong statement at such a critical juncture underscores an essential aspect of brand resilience: the necessity of storytelling during challenging times.
Stellantis, formerly known as Fiat Chrysler, has a historical precedent for leveraging powerful narratives in its advertising strategy. The company made waves in 2011 with a memorable Super Bowl spot starring rapper Eminem, which symbolized Detroit’s revival amid the automotive crisis of 2009. By linking the brand’s resurgence to the gritty determination of the city itself, Stellantis carved out a unique position in the crowded automotive market.
Francis articulated that Elkann’s directive for this year’s campaign was to recapture that succeed-defying spirit, a reflection of an era characterized by the late Fiat Chrysler CEO Sergio Marchionne’s philosophy of eschewing mediocrity in favor of boldness. This philosophy resonates strongly within the campaign, as both ads aim to transcend mere vehicle promotion; instead, they delve into the essence of freedom and self-discovery.
Notably, Stellantis opted for two distinct advertisements that encapsulate its identity—one humorous and traditional featuring Ram Trucks, and the other a thoughtful narrative with Jeep, starring acclaimed actor Harrison Ford. The Ram Trucks ad, which humorously reimagines the classic tale of Goldilocks, shows the versatility and reliability of the brand’s offerings. This choice signifies a nod to conventional automotive advertising tactics, aiming to elicit chuckles while subtly marketing Ford’s cherished trucks.
Conversely, the Jeep ad is where Stellantis took a more innovative approach. Ford’s narration serves as a metaphorical exploration of life, identity, and automobiles. The concept of individuality—“Choose what makes you happy”—coupled with a visual journey through stunning landscapes in Jeep models, enriches the story beyond product advertisement. This strategy reaffirms the brand’s commitment to a lifestyle that resonates with its audience, fostering a deeper emotional connection.
Stellantis’ advertising initiatives also align closely with the shifting tides of the automotive sector, characterized by a fervent move towards electric vehicles (EVs). While many competitors faltered, focusing predominantly on electric offerings that, at times, lacked product availability, Stellantis strived to present a balanced portrayal by featuring both traditional vehicles and hybrids alongside their EV lineup. Such a multifaceted approach allows the company to appeal to a broader audience while effectively positioning itself within a competitive landscape.
Francis voiced a critical observation of the industry trend, humorously referring to rival automakers as “headless chickens,” floundering in the rush to promote electric vehicles without tangible products to back their promises. This narrative highlights the strategic foresight of Stellantis in remaining relevant, adapting its messaging to more accurately reflect the current market landscape and consumer sentiments.
As Stellantis embraces this reinvigorated marketing strategy, it signals a paradigm shift in how automotive companies view advertising expenditures. Citing Elkann’s viewpoint that “marketing is no longer a cost,” Francois emphasizes the importance of weaving storytelling into marketing investments, allowing companies to glean insights that extend far beyond immediate sales figures.
In an industry experiencing unprecedented disruption due to technological advancements, Stellantis’ appearance in Super Bowl 59 serves not just as an advertisement but as a manifesto of reinvigorated purpose. It sends a profound message of consequence: that amidst uncertainty and transformation, self-discovery, authenticity, and storytelling are crucial to building lasting relationships with consumers. By perfectly balancing traditional and innovative marketing strategies, Stellantis positions itself strongly to face the future while honoring its rich legacy.