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Jeep scores with two spots in Super Bowl 50

by Bill Cawthon on

As has been the custom since Super Bowl XLV, FCA advertised in Super Bowl 50. In a break with previous years, however, both ads were for Jeep, and both were “just” 60 seconds long; and both were made by creative agencies new to FCA.

Like many of previous spots, beginning with Eminem and “Imported from Detroit,” the first ad, “Portraits,” is an image film rather than a standard commercial. Produced by Iris New York, it combined archival photos of dozens of people, famous and not-so-famous, interspersed with photos of old and new Jeeps.


Included were shots of Steve McQueen, Marilyn Monroe, B.B. King and Aretha Franklind, all of whom had some association with Jeep. Photos of the Terminator robot and the T-Rex from Jurassic Park were based on appearances of Jeeps in those films. Jeff Goldblum was also in the lineup for his “Must go faster” scene in Jurassic Park.

The voiceover script, written by Winston Noel, recounts a journey across 75 years. “I’ve seen things no man should bear and those that every man should dare, from the beaches of Normandy to the far reaches of the earth, in my life I have lived millions of lives.” [The Jeep brand is not quite as old as the Jeep itself.] At the end, the tagline appears: “We don’t make Jeep. You do.”


The Washington Post wrote, “Who knew a Jeep ad could be so moving?”

The second spot, “4X4ever,” was more upbeat, with a music track written and performed by Morgan Dorr, a member of Boys Like Girls. Created by Omnicom Group’s DDB Chicago, the spot focuses more on modern Jeeps, pushing the spirit of adventure.


Game Product/Brand Title Performer(s) Agency
2011 Chrysler 200 Imported from Detroit Eminem/Kevin Yon Wieden + Kennedy
2012 Chrysler 200 Halftime in America Clint Eastwood Wieden + Kennedy
2013 Ram Pickup Farmer Paul Harvey Richards Group
Jeep/USO Whole Again Oprah Winfrey GlobalHue
2014 Chrysler 200 America’s Import Bob Dylan GlobalHue
Jeep Cherokee Restless Not Credited Richards Group
Maserati Ghibli Strike Quvenzhane Wallis Wieden + Kennedy
2015 Fiat 500X Blue Pill N/A Richards Group
Dodge Wisdom N/A Richards Group
Jeep Renegade Beautiful Lands Marc Scibilia Richards Group
Super Bowl 50 (2016) Jeep Portraits Not Credited Iris New York
Jeep 4X4ever Morgan Dorr DDB Chicago

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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