In its first Super Bowl ad since 2016, Jeep plugs a new vehicle with an old favorite, enlisting Bill Murray to star in the commercial as one of his classic characters.
The 60-second ad for the automaker’s Gladiator pickup truck plays out like a branded sequel to “Groundhog Day,” with Murray reprising his role as meteorologist Phil Connors from the 1993 movie of the same name. Stephen Tobolowsky also makes a cameo in the fourth-quarter spot as insurance salesman Ned Ryerson, and Brian Doyle-Murray appears as the top hat-wearing Groundhog Day master of ceremonies.
Jeep said in a press release that it “worked closely with Sony Pictures to ensure authenticity with the original film.” The brand also secured the rights to “I Got You Babe” by Sonny & Cher, the song that plays during the 6 a.m. alarm clock scene.
The nostalgic commercial from Chicago-based creative shop Highdive won high praise from critics and brought Jeep its first-ever No. 1 finish in USA Today’s Ad Meter ranking.
Jeep’s “Groundhog Day” was shot in Illinois roughly a week before the Big Game, making the Fiat Chrysler-owned brand one of the last advertisers to announce a Super Bowl appearance this year. (Not to be lost on the audience is the fact that Super Bowl Sunday and Groundhog Day both fell on Feb. 2 this year).
QUARTER AIRED: Q4
SUPER BOWL: LIV