How the Ram Trucks and Jeep Super Bowl Ads Connected With ConsumersHow the Ram Trucks and Jeep Super Bowl Ads Connected With Consumers

Back in 2012, 40% of brand ad time during the Super Bowl came from automakers, according to iSpot. That share has been decreasing significantly in the years since, as the industry hits the brakes on the high-profile, costly event – even as the NFL regular and postseasons continue to be an overwhelming focus. This year’s Super Bowl saw just two auto brands air spots during the game: Ram Trucks and Jeep, both owned by Stellantis. 

While the spots have vastly different approaches from a creative standpoint (more on that below), there are some similarities: Both tapped celebrities, with Glen Powell starring in Ram’s ad and Harrison Ford in Jeep’s. Per iSpot, they also each scored 85% brand recognition (see our terminology definition below), 11 points above the norm. Additionally, each inspired 48% positive purchase intent. 

Ram Trucks opted for a bold, fantastical approach by imagining a version of Goldilocks and the Three Bears with a “rugged, woodsy dude” (played by Powell) instead of a little girl. “Goldilocks and the Three Trucks” (http://www.ram.com) goes on to show Powell using various truck models in outlandish situations, including fighting a dragon, chainsaw-sculpting and joyriding over an erupting volcano. 

Per iSpot’s Creative Assessment, the Ram Trucks ad was 13% more likeable than the norm. Its high-octane visual scenes were cited as the “single best thing” about the ad by 25% of viewers, while 17% preferred the characters above all else. Top viewer emotions/reactions included “curiosity” and “funny.” 

Jeep, meanwhile, went for a heartfelt, all-Americana feel with “Owner’s Manual.” Amid a rustic cabin and interspersed with clips of Jeep models in action, Harrison Ford quietly but resolutely expounds on life’s important lessons, eventually declaring that “the most sacred thing in life isn’t the path, it’s the freedom to choose it.” The spot wraps up with a little bit of humor, with Harrison declaring, “This Jeep makes me happy, even though my name is (stage whisper) Ford.”

The message of Jeep’s ad was considered the “single best thing” by 22% of viewers, while 19% cited the characters as tops. “Cinematic” was among the top viewer emotions/reactions, and the spot was 9% more likeable than the norm. 

Data provided by iSpot, The New Standard for TV Ad Measurement

Likability: Measures the extent to which survey respondents like a video ad. 

Positive Purchase Intent: The percent of Creative Assessment survey respondents who reported an increased desire to purchase or visit a given brand or product after watching an ad.

Brand Recognition: Measures the strength of a brand’s and/or product’s presence in the creative. Equals the percent of survey respondents that accurately identified a brand (unaided) after watching an ad.

Top Emotion: Creative Assessment measures 57 emotional reactions to an ad derived from viewer verbatim comments.

Single Best Thing: Creative Assessment survey respondents are asked to choose their favorite aspect about the ad. Options include: Characters, Visual Scenes, Music, Brand, Product Itself, Deal or Offer, Message and None.