In an automotive industry where uncertainty looms large and economic pressures push companies to cut costs, Stellantis made a bold decision to invest in a Super Bowl advertisement this year. The backdrop of this move included a recent executive upheaval—with CEO Carlos Tavares resigning unexpectedly—an increasing focus on electric vehicles (EVs), and prevailing market conditions that left many competitors on the sidelines. Olivier Francois, Stellantis’ Chief Marketing Officer, expressed that despite the tumult, the company recognized the need to reaffirm its commitment to the U.S. market and seize an opportunity to tell a powerful story of resilience.
Stellantis was not originally planning to air any commercials during the Super Bowl, which is traditionally a critical moment for automobile marketing. However, after a conversation with Chairman John Elkann, the narrative shifted. Elkann’s directive was clear: return to the iconic Super Bowl stage and narrate Stellantis’ comeback story. This call to action was reminiscent of the company’s previous successes, such as the memorable 2011 ad featuring rapper Eminem that symbolized revival and determination after a bankruptcy that had left Fiat Chrysler in dire straits.
The philosophy behind this year’s ad campaign was firmly rooted in the legacy of former CEO Sergio Marchionne, who stressed that mediocrity should not be an option. Francois cited Marchionne’s belief in the power of taking risks, reinforcing the notion that Stellantis should play as if they had “nothing left to lose.” Embracing this mindset has been crucial, especially in a market where the stakes are high but the rewards are uncertain.
The 2023 Super Bowl ads from Stellantis diverged from the typically flashy, product-centric advertisements we often see. Instead, the spotlight shone on storytelling and brand ethos. The multifaceted ads included star power from A-list actors like Glen Powell and Harrison Ford, appealing not only to audiences’ desire for entertainment but also to deeper emotional connections. Ford’s Jeep ad was particularly noteworthy, showcasing themes of freedom, individualism, and the adventure of life without an “Owner’s Manual.” This creative direction was not only refreshing but also strategically catered to the brand image Stellantis aims to cultivate.
Francois’ hands-on approach, collaborating directly with Ford when earlier pitches were declined, exemplifies a shift in the traditional advertising paradigm, where the CMO typically plays a more detached role. This innovative method resulted in a script that resonated with authenticity and aligned perfectly with the contemporary values of the target audience. The acknowledgment of competitive vehicles, such as the Ford Bronco, within the ad was a cheeky nod that added an extra layer of depth to the messaging, encouraging consumers to choose what makes them happy regardless of brand allegiance.
Traditionally, the automotive industry has leveraged the Super Bowl platform to gain visibility and appeal to consumers during a pivotal moment of American pop culture. Even during economic downturns, such as the Great Recession, brands like Toyota and Audi managed to dominate the airwaves. In stark contrast, the 2023 Super Bowl witnessed a significant absence of automotive competitors, as many opted out due to past unsatisfactory returns on investment and pressures to emphasize the transition to electric vehicles.
Francois’ observations regarding the competitive landscape suggest that other automakers may have been caught in a reactive cycle, scrambling to develop and promote EVs while neglecting the brand narratives that resonate with consumers. Stellantis’ decision to blend messages about traditional vehicles with modern plug-in hybrids indicates a measured approach to an increasingly complex automotive market—an approach that emphasizes continuity and brand relevance while leading the charge toward electrification.
By boldly stepping into the Super Bowl arena with a narrative-driven campaign, Stellantis aims to redefine its positioning in the minds of American consumers. The decision reflects not just a commitment to marketing, but an understanding of the unique moment in which the company finds itself. With executive changes, market uncertainty, and the need to address evolving consumer preferences, Stellantis is signaling both a rejuvenation and a willingness to embrace the unpredictability of the road ahead.
Moving forward, the company must not only continue to refine its marketing strategies but also ensure that its products are reflective of the messages delivered during high-stakes advertising opportunities like the Super Bowl. The electric vehicle revolution is knocking, and Stellantis appears poised to answer—but doing so will require a delicate balance of innovation, tradition, and consumer connection. This year’s Super Bowl ads are a strong foundation for a newfound narrative—one where Stellantis can drive confidently into the future.
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