Honestly, the Super Bowl usually feels like a competition of who can shout the loudest. We get flashy CGI, screaming celebrities, and enough neon to power a small city. But then came the Jeep Super Bowl ad 2025, and everything just... stopped. It was quiet. It was two minutes long. And it featured 82-year-old Harrison Ford essentially giving us a life lesson while sitting in a rustic cabin.
It was called "Owner's Manual."
If you missed it during the fourth quarter of Super Bowl LIX, you missed a masterclass in the "soft sell." Stellantis (Jeep's parent company) was actually the only traditional automaker to show up for the big game this year. While other brands sat on the sidelines due to economic jitters or the messy transition to EVs, Jeep went all in with a cinematic monologue.
The Man, The Legend, and the (Other) Ford
Let’s get the obvious joke out of the way first. Harrison Ford starring in a Jeep commercial is funny. Why? Because his name is literally the name of Jeep's biggest rival.
The ad didn't shy away from it. In the final seconds, Ford sits in a Jeep Wrangler Rubicon 4xe with his real-life dog, Wiley, and whispers to the camera: "This Jeep makes me happy... even though my name is Ford."
It was a brilliant, self-aware wink.
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But getting him to say "yes" wasn't easy. According to reports, the Indiana Jones star initially turned down the gig. He isn't exactly a guy who does a lot of commercials. He finally agreed because of the script and the chance to work with James Mangold again. You might know Mangold as the director of Ford v Ferrari and Indiana Jones and the Dial of Destiny. He’s got that gritty, grounded style that fits the Jeep brand like a well-worn leather jacket.
What actually happened in the ad?
The film opens on an American flag and a sweeping, snow-capped mountain vista. There’s no heavy metal music. No explosions. Just a somber acoustic guitar and Ford's iconic, gravelly voice.
He talks about how the longest thing we ever do is live our lives. He notes that while cars come with instruction manuals, life doesn't.
"Freedom is the ability to inspire," he says at one point. This is where things got a bit spicy for the car nerds. While he says this, the footage shows a doorless Wrangler overtaking another SUV on a dirt trail. That other vehicle? It’s unbranded, but anyone with eyes can tell it’s a Ford Bronco. Jeep was effectively calling the Bronco a ripoff while claiming the "Only One" title.
Why "Owner's Manual" worked so well
The ad wasn't just about selling a 2025 Jeep Wrangler 4xe. It was a manifesto. Olivier Francois, the Global Chief Marketing Officer for Stellantis, has a history of these "quiet" Super Bowl moments. Remember the Bruce Springsteen "The Middle" ad from a few years back? Or the Clint Eastwood "Halftime in America" spot?
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This was the same DNA.
- The Length: Two minutes is an eternity in Super Bowl time. Most spots are 30 seconds. By taking up 120 seconds, Jeep forced the audience to slow down.
- The Tone: It felt like a "rumination on life." Ford talked about how we won't always agree on which way to go, but our differences can be our strength. In a very divided 2025, that message of unity hit home.
- The Performance: Ford wasn't playing a character. He was just "the guy." He wore a flannel shirt. He looked rugged. He looked like someone who actually knows how to use a winch.
The numbers don't lie
People actually liked it. A lot. The Jeep Super Bowl ad 2025 took the No. 1 spot on the YouTube AdBlitz leaderboard. It racked up over 106 million views across social media in just a few weeks.
More importantly for the business side, it drove 516,000 visits to Jeep.com in a single day. Three-quarters of those people were first-time visitors. That is a massive "top of funnel" win for a brand that had been a little quiet lately.
The "Real Hero" Controversy
Interestingly, the ad touched on the idea of real-world heroes. Ford says, "There are real heroes in the world, but not the ones in the movies."
He would know, right? He’s Han Solo. He’s Indy.
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But he argued that real heroes are humble and not driven by pride. "Pride is a terrible driver," he muttered. It was a subtle dig at the "look at me" culture of 2025. It also reinforced Jeep's long-standing connection with the USO and the military, which they've been leaning into for over 80 years.
What this means for your next Jeep purchase
If you’re watching this and thinking about a new rig, the ad showcased the 2025 Jeep Wrangler 4xe.
It’s a plug-in hybrid.
Jeep is in this weird middle ground right now. They just launched the all-electric Wagoneer S, but they know their core audience still loves the smell of gasoline. By featuring the 4xe, they were basically saying: "You can have the torque and the silence of electric power, but you don't have to give up the ruggedness."
Actionable insights for the road ahead
If the Jeep Super Bowl ad 2025 got you itchiness for an adventure, here’s how to actually act on that "Owner's Manual" philosophy:
- Look into the 4xe Incentives: Because it’s a plug-in hybrid, the 2025 Wrangler 4xe often qualifies for federal tax credits that the straight gas versions don't. Check your local state rebates too; some are stacking them deep this year.
- The "Jeep Wave" is real: Ford mentioned it in the ad. If you buy one, people will wave at you. It’s a thing. Don't be the person who doesn't wave back.
- Evaluate the "Bronco vs. Wrangler" debate: Jeep clearly threw shade at Ford (the company, not the actor) in this ad. If you're cross-shopping, remember that the Wrangler still has the solid front axle, which is better for heavy rock crawling, while the Bronco’s independent front suspension is smoother on the highway.
- Wait for the Spring "Adventure" Sales: Historically, after a big Super Bowl push, Jeep dealers see a spike in traffic, followed by a slight dip in March and April. That’s often the best time to negotiate on remaining 2024 or early 2025 stock.
The ad told us to "write our own story." Whether that story involves a 4x4 or just a long walk in the woods is up to you. But as Harrison said, the most sacred thing isn't the path—it's the freedom to choose it.
Check your local dealer's inventory for 4xe specific trim levels like the Willys or Rubicon to see which "manual" fits your budget.