The Super Bowl turned into a brand showcase for Fiat Chrysler Automobiles.
FCA’s collection of five spots for the Jeep and Ram brands had it all: A voiceover from Martin Luther King Jr., a nod to Jurassic Park and brash Vikings.
But underneath the flashy veneer and inspirational messaging, it was clear FCA was looking to move metal. The brand focused intently on building awareness for the 2018 Jeep Wrangler and 2019 Cherokee along with the 2019 Ram 1500.
FCA has a proud record of attention-grabbing ads, including the gritty "Halftime in America" spot starring Clint Eastwood in 2012 and the "Born of Fire" two-minute ad in 2011 that featured rapper Eminem.
It looked to recapture that old magic tonight. For instance, Ram went back to the familiar formula of using profound vocals to capture the audience. In 2013, it was Paul Harvey in “Farmer.” This time, Ram used King’s ode to servitude as a connection point for the brand in “Built to Serve.”
FCA’s vehicle-heavy approach differed drastically from Hyundai’s heart-tugging stunt using “hope detectors,” or Toyota’s attempt to present itself as a mobility company.