Harrison Ford took center stage during Super Bowl 2025, not as an action hero, but as a voice of wisdom and reflection in Jeep’s heartfelt two-minute “Owner’s Manual” ad. Directed by James Mangold, the spot delivered a message of freedom, choice, and adventure, aligning perfectly with Jeep’s enduring legacy as “America’s Most Patriotic Brand.”
A Rumble of Freedom
The commercial, opening with sweeping American landscapes and an inspiring tone, immediately set itself apart from the noisy, high-energy ads that dominated the game. Ford, stoic and charismatic at 82, speaks directly to viewers about the importance of writing their own stories. “Life doesn’t come with an owner’s manual,” he muses. “Freedom is yes, or no, or maybe.” Throughout the ad, Ford defines freedom as responsibility, courage, and the ability to make meaningful choices.
Subtly patriotic yet universally appealing, the ad blended Jeep’s iconic legacy with modern themes. Brief scenes showed Jeep vehicles in pivotal historical contexts, like their service during World War II, before transitioning to their current lineup, including models like the Wrangler 392 Hemi, Wrangler 4xe, and Recon 4xe EV.
A standout moment includes Ford proudly adding, “Choose what makes you happy. My friends, my family, my work make me happy. This Jeep makes me happy… even though my name is Ford.” The lighthearted jab at his surname injected a touch of humor into the otherwise contemplative ad, earning laughs from audiences.
A Personal Touch
What made this ad truly special was the creative partnership between Ford and James Mangold, who previously directed Ford in Indiana Jones and the Dial of Destiny. Together, they crafted a campaign that was equal parts personal and timeless.
Jeep’s Global Chief Marketing Officer Olivier Francois revealed that Ford initially turned down the offer, given his aversion to commercials. However, the emotional depth of the concept, combined with Mangold’s involvement, ultimately convinced Ford to step in.
Ford’s influence extended beyond his performance. The script evolved to reflect his perspective, with Ford ensuring it touched on relatable, universal truths without feeling forced or overly promotional. The result was a unique mix of sincerity and relatability, striking a chord with an audience looking for substance amid the Super Bowl frenzy.
“We won’t always agree on which way to go,” Ford says in the ad, emphasizing unity despite differences. “But our differences can be our strength.” This sentiment resonates deeply, especially with Jeep’s history of embodying resilience and courage.
A Standout Reception
Audiences declared Jeep and Ford the standout winners of Super Bowl LIX’s ad race, praising the commercial’s balance of nostalgia, patriotism, and adventure. Viewers took to social media to celebrate the ad, with comments like, “Finally, a commercial that celebrates American pride without being over the top” and “Harrison Ford and Jeep nailed it—freedom feels real and personal here.” The ad also drew comparisons to Jeep’s previous iconic Super Bowl campaigns featuring stars like Bill Murray and Bruce Springsteen. However, this year’s edition stood out for its quiet wisdom and heartfelt imagery.
Critics also lauded the ad’s warmth and sincerity, hailing it as an example of how to create purpose-driven marketing. Rather than pushing an agenda, it encouraged viewers to reflect on their lives and what brings them happiness.
Driving Jeep’s Legacy Forward
This campaign solidifies Jeep’s branding as a symbol of freedom and adventure without losing touch with its roots. By blending their historic reputation with the energy of their modern lineup, the ad underscores Jeep’s ability to adapt while remaining quintessentially American. The decision to avoid aggressive product placement in favor of a story-driven narrative showed that sometimes, the softest sell can leave the deepest impression.
The “Owner’s Manual” ad isn’t just a celebration of Harrison Ford’s legacy as a cultural icon or Jeep’s impact on automotive history—it’s a reminder of the power of choice and the importance of forging your own path. Whether cruising down a dirt road in a Jeep or navigating life’s challenges, the takeaway remains the same: freedom is as much about responsibility as it is about adventure.
For Jeep, the message was clear, and for Super Bowl viewers, it was unforgettable.
