Stellantis Becomes Sole Automaker to Advertise During Super Bowl 59

The company highlights a 'comeback' narrative with Jeep and Ram commercials as rivals scale back on big-game spending.

Stellantis aired two commercials during Super Bowl 59, becoming the only automaker to advertise during the event this year.
The decision followed the abrupt departure of CEO Carlos Tavares in December, with Chairman John Elkann pushing for a campaign to signal a U.S. market resurgence.
The Jeep ad, featuring actor Harrison Ford, celebrated individual freedom and included subtle nods to competition with Ford's Bronco SUV.
Other automakers reportedly avoided Super Bowl advertising due to uncertainty in the industry and past campaigns promoting electric vehicles that were not yet available.
Stellantis' marketing strategy combined traditional and electric vehicles, emphasizing a renewed commitment to storytelling and brand identity.