"The road is someone else's idea," this ad for Fiat Chrysler Automobiles' Jeep brand reminds us. "The road always ends."
The spot was one of three for Jeep in the 2018 game. It's meant to be aspirational and inspirational, perhaps succeeding better on that front than another Fiat Chrysler spot in the game with the same goal in mind, the Ram Trucks ad using a speech by Martin Luther King, Jr. ("Built to Serve").
The gravelly voice-over sounds a bit like Clint Eastwood, who famously narrated Chrysler's "Halftime in America" ad in the 2012 Super Bowl. But the narration was really supplied by an ad agency exec, Todd Tilford, global executive VP for content and development at FCB Global.
Jeep's trio of Super Bowl LII ads came from three different agencies: Interpublic's FCB Chicago here, Omnicom's DDB for "Jeep Jurassic" and Havas' Arnold Worldwide for "Anti-Manifesto."
Jeep was returning to the Super Bowl after a year off. In 2016, it promoted its 75th anniversary with a pair of memorable ads (by two different agencies), the catchy "4x4ever" and the vertical-video "Portraits."
AGENCY: FCB Chicago
QUARTER AIRED: Q2