Super Bowl ads from Rocket Cos. in Detroit and the Jeep brand of Stellantis in Auburn Hills each made history — Rocket with a nationwide singalong and Jeep with a surprise two-minute film starring movie icon Harrison Ford.
Rocket’s spot launched its “Own the Dream” integrated marketing campaign during the second quarter of Super Bowl LIX, won convincingly by the Philadelphia Eagles. The company’s ad spot turned into a nationwide singalong.
The 60-second ad is a tribute to the meaning of home. Set to a reimagined version of John Denver’s “Take Me Home, Country Roads,” it sought to capture everyday Americans returning to the places that matter most — from children playing in backyard sprinklers to veterans reuniting with loved ones.
As the final words, “Everyone deserves their shot at the American Dream. Own the Dream.” filled the screen, Rocket delivered a Super Bowl first. The stadium became part of the story. When the broadcast returned to the game, multiple fans at Caesars Superdome in New Orleans were singing of John Denver’s anthem.
“From the start, this was more than a commercial,” says Jonathan Mildenhall, chief marketing officer of Rocket. “We set out to create a moment that captures the raw, emotional journey of chasing a dream that once felt out of reach.
“For many Americans, that is homeownership — the foundation for financial security, prosperity and a better future. Tonight, we reminded America that home is something to believe in, fight for, and make a reality for everyone.”
The “Own the Dream” ad was created by the Mirimar agency, in collaboration with Rocket’s in-house creative team, and directed by Matthew Dillon Cohen in his Super Bowl debut.
Later in the football game, actor Harrison Ford headlined Jeep’s two-minute “Owner’s Manual” commercial, which was kept top secret until its reveal during Sunday’s telecast.
Stellantis was the only automaker airing commercials during this year’s Super Bowl, with appearances from both the Jeep and Ram brands.
The two-minute “Owner’s Manual” film was directed by Academy Award-nominated director James Mangold (“A Complete Unknown,” “Ford v Ferrari,” “Indiana Jones and the Dial of Destiny,” and “The Wolverine”).
“Owner’s Manual” was produced by Minted Content in collaboration with Stellantis, bringing together Ford, Mangold, and Stellantis Global Chief Marketing Officer Olivier Francois.
During the ad, Ford speaks to the fact that with all of life’s infinite possibilities, people, unlike cars, don’t have the advantage of an owner’s manual to help guide their decisions.
Says Ford in the film, “Choose what makes you happy. My friends, my family, my work make me happy. This Jeep (Wrangler 4xe) makes me happy … even though my name is Ford. That’s my owner’s manual. Get out there. Write your own.”
“Together with Harrison Ford and Oscar-nominated director James Mangold, we worked very closely with each other to create an intimate film that would stand out through its quiet nature, very much opposite of what viewers have come to expect from big game commercials, but very consistent with many of our past films for the event over the years,” says Francois.
“I’m very proud about this in-house creation, a first at Stellantis for a Big Game commercial. It sets a new standard and creates a more meaningful and authentic way to collaborate with the industry’s most respected artists.”
According to Ford, “I said ‘yes’ to doing this commercial because of the script. It’s a very straightforward communication about life and ends with getting in a Jeep vehicle, that’s the hook. It didn’t require me to reintroduce myself, point to the fact that in my life I’ve been many things and known for specific projects or roles. It’s just a quiet talk from somebody sharing an idea. I love the way it developed.”
“Owner’s Manual” also includes an original score, “Go Anywhere,” written and performed by Sony Music Publishing artist Nathaniel Murphy, specifically for the Jeep brand film.
Also reflected in the two-minute film is the Jeep brand’s long-standing relationship with the USO (United Service Organizations).
