Harrison Ford initially turned down his surprise commercial for Jeep
The 82-year-old actor made an unexpected appearance in the ad break during the fourth quarter of the Super Bowl on Sunday (09.02.25) and he admitted he wasn't initially planning to be involved, but the chance to reteam with his 'Indiana Jones and the Dial of Destiny' director James Mangold ultimately persuaded him
12 February 2025
He said: "You always say no at first...
"[But the commercial] "was refined and personalised". [With James' unput] it came out to be something that I really feel comfortable with."
The 'Star Wars' actor described the two-minute commercial, which was titled 'Owner's Manual', as a "rumination on life".
He said: "It's just a rumination on life. It's about having control and choice in your own life, and it's about assuming the responsibility for your own life.
"I think [the ad] was inspired in the way that it was shot, the way that it was made. I was happy to be involved... It's not the in-your-face big splash kind of Super Bowl commercial. It's a soft sell."
But the 'Captain America: Brave New World' actor wasn't thinking too much about the ad's broadcast debut on game day.
He said: "We're just going to be there, eating and drinkin' like everybody else. I'm there to watch the game.
"I've seen the commercial. I know how it ends."
The commercial opens with an American flag and a winding dirt road framed by a backdrop of mountains as the 'Shrinking' star addresses the camera.
He said in the ad: "Longest thing we ever do is live our lives. But life doesn't come with an owner's manual... Mighta been nice, huh? But that means we get to write our own stories."
Harrison then urges people to create their own "owner's manual" for life and happiness" then adds: "My friends, my family, my work make me happy...
"We won't always agree on which way to go. But our differences can be our strength."
The 'Star Wars' star ended the ad with a cheeky quip about his name.
Speaking from behind the wheel of a Jeep Wrankler 4xe, he said: "This Jeep makes me happy... even though my name is Ford."
Jeep were thrilled to bring "the guy who epitomises adventure" on board for the commercial.
CEP Bob Broderdorf said: "Battle-born and forged in steel in 1941, the Jeep brand has represented freedom and adventure, pushing the limits, taking on the competition and overpowering every obstacle for over 80 years.
"In film, Harrison Ford has overcome the odds and flown from one side of the galaxy to the other all in the name of it, and in real life, he's known to blaze his own trail. So yes, Ford knows a thing or two about what the Jeep brand is all about.
"As America's Most Patriotic Brand for the last 23 years running, it only makes sense for the Jeep brand to continue to be one of the industry's greatest creative supporters of the big game. And there was no greater stage to have Ford admit to America just how happy Jeep makes him."
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