Jeep - Anti-Manifesto

February 04, 2018 | :30

Jeep closes out its trio of ads in Super Bowl LII with this fourth-quarter finale by Havas' Arnold Worldwide. It gets some mileage out of bashing brand manifestos that make "claims to some overarching truth," although parent company Fiat Chrysler Automobiles has certainly brought some to the big game over the years. See the same game's Ram Trucks ad "Built to Serve" featuring Martin Luther King, Jr., oratory, for example, not to mention "Halftime in America" starring Clint Eastwood ("All that matters now is what’s ahead").

This spot makes the all-new Wrangler the star, rather than a celebrity, song or poetic device. It followed the game's earlier Jeep spots, "The Road" and "Jeep Jurassic."

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  • BrandJeep
  • Year2018
  • AgencyArnold Worldwide
  • Superbowl #LII
  • Quarter airedQ4