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Jeep commercial is a big winner during Super Bowl LIV

by Patrick Rall on

Last night, the Kansas City Chiefs beat the San Francisco 49ers by a score of 31 to 20 to win Super Bowl LIV. It was a great game that was much closer than the final score would suggest, but as always, the commercials during the game was more interesting to some viewers than the football itself. The Super Bowl is one of the most-watched television broadcasts in the world and the commercial slots are coveted, demanding roughly $5.6-million US dollars for a 30-second spot.

With that high price in mind, companies who pay the big bucks put a ton of effort into the Super Bowl commercial and over the course of the past decade, FCA has been one of the most active automakers when it comes to showing off their brands during the big game. For the 2020 Super Bowl, the company only had one commercial, but it was a great one, proving to be popular with just about everyone. Of course, when you rely on an actor like Bill Murrary and his legendary role as Phil Connors from Groundhog Day to promote a popular Jeep model, it is hard to miss the mark.

Jeep Groundhog Day

If you are familiar with the movie Groundhog Day, you should recognize the theme of this Jeep Gladiator commercial right away. Like so many scenes in the movie, the commercial starts off with the tune from “I Got You Babe” by Sonny Bono and Cher, followed by the radio announcers stating that it is Groundhog Day.

Super Bowl LIV was played on Groundhog Day, so aside from Murray’s reprise of the role of Phil Connors, the timing of the spot made perfect sense.

After Connors wakes up and hits the street, he encounters Ned Ryerson before seeing the move’s Mayor of Punxsutawney handling the famous groundhog.

Just like in the movie, Connors aims to steal the weather-predicting groundhog, but unlike the movie, he doesn’t have to rely on an old Chevy truck. Instead, the Jeep Gladiator is the pickup that is used to free the groundhog from his annual task of predicting the end of winter.

From there, the commercial follows the theme of the movie, with Connors waking up every morning to repeat the same day, over and over again. The key difference is that this time, he has far more fun tearing around rural Pennsylvania with the surprisingly skilled rodent. The two cruise around in the snow (with Punxsutawney Phil driving), they visit with the neighbors, they go mountain biking and they even pop into an arcade for a little Whack-A-Mole.

The commercial ends with the two sitting under the stars with the Jeep Gladiator, enjoying a fireworks show.

While this Jeep commercial takes an obvious detour from the movie, so many aspects of this advertisement are perfectly borrowed from the movie – including the cast of characters – that it has been a huge hit with fans of Bill Murray, fans of the movie, fans of the Jeep brand and people who love classic flicks from the 1990s.

Patrick Rall was raised a Mopar boy, spending years racing a Dodge Mirada while working his way through college. After spending a few years post-college in the tax accounting field, Patrick made the jump to the world of journalism and his work has been published in magazines and websites around the world.

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