In case you missed last night’s Super Bowl LII between the Philadelphia Eagles and the New England Patriots, Fiat Chrysler Automobiles aired five television ads during NBC‘s broadcast, with three devoted to its money-making Jeep brand, and two for the RAM truck brand. This marks a split from last year’s Super Bowl LI, in which FCA’s premium Alfa Romeo brand was placed front-and-center with three TV spots.
With NBC charging somewhere north of $5 million for 30 seconds of ad time during this year’s broadcast, and Jeep running a total of two minutes’ worth of advertisements, it’s thought that Fiat Chrysler may have spent more than $20 million on Jeep advertising for Super Bowl LII. Two of the ads featured the iconic Jeep Wrangler, which has been completely redesigned for 2018.
Jeep’s first Super Bowl ad stars actor Jeff Goldblum in a recreation of a classic scene from the first Jurassic Park film, in which his character, Dr. Ian Malcolm, is forced to flee from a charging Tyrannosaurus rex in a Jeep Wrangler with game warden Robert Muldoon and paleobotanist Dr. Ellie Sattler.
The TV spot not only employs nostalgia for the 1993 Steven Spielberg-directed film to sell the all-new Wrangler JL, but also ties in with the forthcoming fifth installment of the Jurassic Park franchise, which will be released in June.
The second Jeep ad is quite simple in its scope. It shows a new Jeep Wrangler JL Rubicon fording a river and climbing over some rocks as a narrator rejects car advertisements with “grandiose speeches” and “big declarations making claims to some overarching human truth.”
“Companies call these commercials ‘manifestos’. There’s your manifesto,” he says flatly, as the Rubicon bounds effortlessly up a small waterfall.
Jeep’s third Super Bowl ad again attempts to showcase the rugged, adventure-ready spirit of the brand, showing footage of motorists driving along paved roads while a narrator touts the road’s usefulness, before ending on the point that “the road is someone else’s idea,” and it “always ends.”
“This is where some of our best stories begin,” the narrator says, as the commercial cuts to footage of the new-for-2017 Jeep Compass driving through a shallow stream in a picturesque wooded area.