How a CEO's exit and a Jeep 'comeback' led to Stellantis being the only automaker to advertise during Super Bowl 59

Core Insights - Stellantis is the only automaker to advertise during Super Bowl 59, highlighting its commitment to the U.S. market amid industry challenges [1][2][3] - The decision to advertise was influenced by the abrupt departure of CEO Carlos Tavares and a desire to showcase a "comeback" narrative for the company [3][4][6] - Stellantis' marketing strategy has evolved to focus on storytelling and cultural relevance, moving beyond traditional vehicle promotion [4][8] Marketing Strategy - Chief Marketing Officer Olivier Francois emphasized the importance of returning to the Super Bowl as a sign of resilience for Stellantis [2][4] - The Super Bowl ad featured Harrison Ford, who initially declined a different pitch, leading to a collaborative script development process [10][11] - The ad's theme revolves around freedom and personal storytelling, with Ford discussing life experiences and the absence of an "Owner's Manual" [11][14] Competitive Positioning - The Jeep ad included subtle references to competitors, specifically the Ford Bronco, reinforcing the brand's identity and competitive spirit [12][14] - Stellantis' approach contrasts with other automakers that have been hesitant to invest in Super Bowl advertising due to previous disappointments with electric vehicle promotions [15][16] Financial Considerations - Stellantis has not disclosed the financial details of its Super Bowl advertising expenditures, which can reach up to $8 million for 30 seconds of airtime [18] - The company's leadership views marketing as an investment rather than a cost, indicating a strategic shift in how advertising is perceived within the organization [19]