It turns out Ford loves Jeep; Ram loves fairy tales; and you get new floor mats for your old Lincoln
- Harrison Ford’s Jeep ad took a reflective turn, emphasizing life choices and personal happiness
- Kendrick Lamar’s halftime Buick wasn’t a real GNX, but his love for the model is genuine
- Ram’s Glen Powell-led fairy tale remix featured dragons, volcanoes, and big trucks
Jeep — “Owner’s Manual”
Harrison Ford made a surprise appearance in Jeep’s (long by Super Bowl standards) two-minute spot, “Owner’s Manual,” directed by James Mangold. The ad takes a philosophical turn, with Ford reflecting on life’s choices—before wryly ending things off with a punchline about how his Jeep Wrangler 4xe makes him happy, “even though my name is Ford.”
The ad was a quiet yet powerful contrast to the usual Super Bowl spectacle. We mean “quiet” thanks to the PHEV 4xe’s near-silent hybrid tech making space for the roar of another Jeep’s 392 HEMI.
Despite the soft-spoken tone of the commercial, Ford’s punchline hits hard, what with it coming seconds after a Wrangler is seen passing a Bronco on a dirt road and Harrison’s voice-over talking about Jeep’s “ability to inspire.”
We also can’t help but to think there’s a pinch of a political message in Ford’s words—anyone else?
Kendrick Lamar’s half-time show ride — a Buick Grand National
Häagen-Dazs — “Not So Fast, Not So Furious”
Vin Diesel, Michelle Rodriguez, and Ludacris traded high-speed chases for a slow moment of indulgence during the Super Bowl this year. The Fast & Furious crew reunion saw Dom and Letty in a ’69 Camaro convertible and Tej in a modified Jeep Gladiator as the former took a breather to enjoy Häagen-Dazs ice cream, proving that even the fastest and most furious drivers appreciate a good dessert break.
Directed by Lance Acord, with franchise director Louis Leterrier consulting, the ad stayed true to the series’ high-energy vibe—just with a bit more ice cream.
Ram — “Goldilocks and the Three Trucks”
Glen Powell put a rugged spin on a classic fairy tale for this truck spot, testing out different Ram trucks in a high-octane adventure after feeling ill following a spoonful of putrid porridge.
Directed by David Leitch (Deadpool 2, John Wick), the commercial featured Powell hunting down a dragon, then towing a dragon-sized smoker with an HD; carving a life-like wooden statue of himself with the help of a Ramcharger; and finally jumping volcanoes in an RHO yelling “Freedom!”
Ultimately, he finds the Ram that was “just right” along with—baby bear in the back seat. The soundtrack? Van Halen’s “Panama,” for extra horsepower. (Another hint of politics?)
WeatherTech — “Whatever Comes Your Way”
Set to Steppenwolf’s “Born to Be Wild,” WeatherTech’s ad is a mix of Thelma & Louise meets Fast & Furious where, in the end, we learn the company’s products can handle anything.
Four senior women go for an adventurous drive in a classic drop-top four-door 1960s Lincoln Continental. Their joyride includes flirting with a silver fox; tagging transport trucks; flashing a Bingo caller; dodging a biker gang; and, of course, break-dancing, all the while drinking tea. Fortunately, after launching the Conti through the air, all aboard are worry-free thanks to their trusty floor mats.
Which commercial was your favourite? Did any surprise you? Let us know in the comments!
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