Ram joins Jeep in the Super Bowl

There will be more than one automotive Super Bowl ad this year after all. Stellantis today announced that Ram will run a commercial, in addition to its Jeep brand, which confirmed its Big Game presence late last year. The automaker has not provided many details on its two ads—such as agencies, length, or creative details—other than that the Ram spot will run at the two-minute break of the second quarter. Highdive is Jeep’s lead creative agency and Stagwell-owned Doner oversees Ram, but the automaker has been known to conduct separate pitches for Super Bowl ads. Super Bowl commercials Tracking the latest brand and agency plans Click here The buys represent a big bet on the Big Game from Stellantis, which last appeared in the Super Bowl in 2023 when it ran ads for Jeep and Ram. Prices for 30 seconds of ad time in the Feb. 9 game on Fox are running for about $7 million. While Stellantis is making a sizable Super Bowl commitment, other major automakers are poised to stay on the sidelines, barring any surprises. The three brands that ran in-game ads last year—Kia, BMW and Volkswagen—have all confirmed to Ad Age they are not coming back this year. Several other automakers have also confirmed that they do not plan on running Super Bowl ads, including Nissan, General Motors, Hyundai, Audi, Honda, Ford, Mercedes and Lexus. Olivier Francois, Stellantis’ global chief marketing officer, is a longtime fan of Super Bowl marketing, having steered multiple big-budget productions starring the likes of Bill Murray, Bruce Springsteen and Clint Eastwood. But as with all automakers, the decision to jump in the game or not comes down to budget and timing. For instance, Kia and Toyota are sitting it out this year because of a lack of new model launches in the first quarter that would justify such a large marketing investment, representatives have indicated. Stellantis’ investment in the game comes as it attempts to find new momentum after a prolonged slump that saw its 2024 U.S. sales plummet 15%. The automaker is searching for a successor to former CEO Carlos Tavares, who resigned suddenly on Dec. 1.Get behind-the-scenes details from Big Game advertisers at Ad Age’s live-streamed Super Bowl Playbook event on Feb. 4. Register and learn more at AdAge.com/SuperBowl2025.

Ram joins Jeep in the Super Bowl

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