Orlando Harmon
While Harrison Ford has appeared in commercials for Applebee's, he is not known for doing many TV commercials. However, he has starred in a few Super Bowl commercials, including one for Jeep in 2025. The commercial, titled Owner's Manual, featured Ford reflecting on freedom and the Jeep brand's association with adventure. It was directed by James Mangold, with whom Ford had previously worked on the film Indiana Jones and the Dial of Destiny. While Ford initially turned down the Jeep commercial, he ultimately agreed after the concept was refined to his comfort level.
| Characteristics | Values |
|---|---|
| Does Harrison Ford do commercials? | Yes, but not many |
| Has he done an insurance commercial? | No |
| Has he done a Super Bowl commercial? | Yes, for Jeep |
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What You'll Learn
Harrison Ford's Jeep Super Bowl commercial
Harrison Ford, the Indiana Jones and Star Wars star, appeared in a Jeep commercial during the fourth quarter of Super Bowl LIX in February 2025. The commercial, titled "Owner's Manual", was two minutes long and reflected on the value of freedom and the importance of choosing what makes you happy.
In the commercial, Ford encourages viewers to conjure their own "owner's manual" for life and happiness. He says, "My friends, my family, my work make me happy. This Jeep makes me happy... even though my name is Ford." He also notes the irony of a Ford promoting a Jeep. The commercial includes a gentle guitar track and scenes of Jeep vehicles on the road, as well as a few scenes with soldiers to underscore how freedom has been hard-won.
Ford, who doesn't appear in many ads, described the commercial as a "rare mental construction for a commercial". He said it felt like a communication from a friend, not a movie star. He also noted that it was a soft sell rather than an in-your-face big splash type of Super Bowl commercial.
The commercial was created by Stellantis, the auto giant that owns Jeep, and was supervised by their global chief marketing officer, Olivier Francois. Francois has created several memorable Super Bowl commercials for Stellantis in the past, including spots featuring Eminem, Clint Eastwood, and Bruce Springsteen.
The ad was well-received and had garnered over 22.5 million views on Jeep's YouTube channel as of February 2025.
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Ford's Super Bowl commercial message
Ford Super Bowl Commercial Message
Ford Motor Company has aired several commercials during the Super Bowl over the years, with the most recent one being in 2017. The 2017 commercial featured a song by Nina Simone and was titled 'Go Further'. In 2015, their Super Bowl ad featured the Ford Escape and was titled 'Most Searched'. The 2014 Ford Super Bowl commercial included actor Rob Riggle and was called 'Nearly Double'. James Franco also starred in a 2014 Ford Super Bowl ad with a similar title.
Harrison Ford's Super Bowl Commercial for Jeep
In 2025, Harrison Ford starred in a Super Bowl commercial for Jeep. The ad, titled 'Owner's Manual', was two minutes long and featured the actor reflecting on freedom and life. Ford, who is famous for his roles in "Star Wars" and "Raiders of the Lost Ark", urged viewers to "write your own owner's manual". The commercial was well-received and was declared the "winner of the Super Bowl ads" for its rousing pro-American message.
Ford, who doesn't often appear in TV commercials, initially wasn't sure about participating in the ad. However, he was convinced by the Jeep team, who created a serious and inspirational message with the actor telling audiences to "choose what makes you happy". The commercial also included scenes of Jeep vehicles on the road and soldiers, emphasising the theme of hard-won freedom.
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Why Ford agreed to the commercial
Harrison Ford is an actor known for his starring roles in films such as "Raiders of the Lost Ark" and "Indiana Jones and the Dial of Destiny". Ford, who doesn't appear in many ads, initially turned down the offer to star in a Super Bowl commercial for Jeep. However, he eventually agreed, and there are several reasons why he may have done so. Firstly, Ford had the opportunity to re-team with James Mangold, the director of the commercial, with whom he had previously worked on "Indiana Jones and the Dial of Destiny" and "The Call of the Wild". Ford described the creative process as "refined and personalized", and felt comfortable with the final product.
Another reason for Ford's agreement could be the chance to work on a project with a strong message that resonated with him. The commercial, titled "Owner's Manual", commented on the freedom to choose one's own path, a theme that aligned with Jeep's brand values of freedom and adventure. The ad also included references to the "Jeep Wave", a gesture of camaraderie among Jeep Wrangler owners, further emphasizing the theme of connection and community.
The commercial's serious and inspirational tone may have also played a role in Ford's decision. In the ad, Ford speaks thoughtfully to the camera, reflecting on life and values. This approach, combined with stunning visuals of American landscapes, created a powerful and impactful message that went beyond a typical product pitch. The serious tone also allowed Ford to deliver a message that encouraged viewers to choose what makes you happy.
Additionally, the opportunity to work with a well-known and respected brand like Jeep, which has a long history of creating memorable Super Bowl commercials, may have influenced Ford's decision. Jeep's CEO, Bob Broderdorf, described Ford as the "guy who epitomizes adventure", and the collaboration between the two iconic names created a unique and attention-grabbing pairing.
Lastly, the commercial provided Ford with a platform to reach a wide audience and promote his upcoming projects. Ford acknowledged that doing a Super Bowl ad was "a great opportunity", and while he planned to focus on the game during its airing, he also recognized the exposure and visibility that came with it.
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The commercial's creative process
The creative process for the Jeep Super Bowl commercial starring Harrison Ford began with a "mission impossible" assignment from Stellantis Chairman John Elkann to the company's global chief marketing officer, Olivier Francois. Elkann wanted a strong Super Bowl commercial for Jeep, following in the footsteps of previous memorable spots starring artists not typically known for doing commercials, such as Eminem, Clint Eastwood, and Bruce Springsteen.
With only a month and a half to work with, Francois and his team devised the concept of "Owner's Manual," a commentary on the freedom to choose your own path. The commercial opens with an American flag, a sweeping vista, and a winding dirt road framed by snow-capped mountains. Ford, speaking thoughtfully to the camera, says, "The longest thing we ever do is live our lives. But life doesn't come with an owner's manual... Might've been nice, huh?"
Initially, the commercial included only Ford's remarks, but the results felt crowded and lacked room for music or a proper introduction and ending. The team added scenes of Jeep vehicles on the road and shots of soldiers to emphasise how freedom has been hard-won, extending the commercial to two minutes.
During the shoot, executives devised a joke centred around Ford's last name, which the actor was hesitant about due to the serious tone of the ad. However, he agreed to try it out, and the joke ultimately made it into the commercial, with Ford mouthing his last name at the end, causing laughter on set.
The ad also included a subtle reference to the "Jeep Wave," or the gesture of camaraderie between Jeep Wrangler owners, with Ford giving a two-finger wave from behind the wheel and saying, "You don't have to be friends with someone to wave at 'em."
The creative process involved refining and personalising the ad to make Ford feel comfortable, including re-teaming with director James Mangold, who directed Ford in "Indiana Jones and the Dial of Destiny." The result was a commercial that emphasised the Jeep brand's representation of freedom and adventure, aligning with Ford's adventurous image on-screen and in real life.
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The commercial's reception
The commercial starring Harrison Ford for Jeep's Super Bowl LIX campaign has been well-received. As of Thursday, the ad had garnered over 22.5 million views on Jeep's YouTube channel. The commercial's message of freedom and choosing one's path resonated with viewers, with many praising the thoughtful and inspirational tone of the ad. The ad was directed by James Mangold, who had previously worked with Ford on Indiana Jones and the Dial of Destiny and The Call of the Wild. The collaboration between Ford and Mangold likely contributed to the positive reception of the commercial.
The commercial opens with an American flag, a sweeping vista, and a winding dirt road framed by snow-capped mountains. Ford, appearing rugged and thoughtful, speaks directly to the camera, reflecting on life and the absence of an "owner's manual." He encourages viewers to forge their paths and embrace freedom, with a gentle guitar track accompanying his narration. The ad also includes a lighthearted moment where Ford gives a two-finger wave, referencing the "Jeep Wave" and the camaraderie among Jeep Wrangler owners.
The commercial's serious and inspirational tone was a departure from Ford's initial hesitation to take on the project. He was concerned that the message might veer into politics, a potential pitfall in advertising. However, the final product successfully navigated this challenge, focusing on the Jeep brand's values of freedom and adventure, which align with Ford's adventurous image in film and real life.
The ad's impact extended beyond sales, with Jeep's CEO, Bob Broderdorf, stating that Ford "epitomizes adventure." The commercial's success can also be attributed to the collaboration between Ford and the creative team, ensuring a personalized and authentic message. The extended two-minute length of the commercial allowed for a more impactful delivery of the message.
Overall, the Harrison Ford Jeep Super Bowl commercial was well-received by viewers and industry professionals alike. It effectively combined thoughtful messaging, directorial expertise, and Ford's iconic status, resulting in a powerful and memorable advertisement.
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