5 Ways Harrison Ford's Jeep 'Owner's Manual' Commercial Was A Secret Troll Of The Ford Bronco
The advertising world is still buzzing on this December 20, 2025, about a commercial that defied every high-energy, celebrity-packed Super Bowl trend: the two-minute cinematic film for the Jeep brand, titled "Owner's Manual." Starring the legendary film icon Harrison Ford, the spot was a masterclass in quiet, reflective storytelling, yet it contained a subtle, brilliant, and surprisingly direct shot at Jeep’s fiercest competitor, the Ford Bronco. This unannounced, heartfelt ad quickly became a cultural phenomenon, but its true genius lies in the hidden details of its competitive spirit, leveraging the star's very name for a $32 million-plus moment of automotive trolling.
Far from a typical car ad, "Owner's Manual" positioned the Jeep as a vehicle for a life well-lived, a tool for freedom, not just transportation. The commercial’s success—including its win as the No. 1 commercial on the annual YouTube AdBlitz contest—proves that authenticity and a powerful narrative, especially one delivered by a charismatic rogue like Ford, can easily outshine mere spectacle.
Harrison Ford: The Icon's Complete Biography & Profile
Harrison Ford is not merely an actor; he is an American cultural icon whose career has spanned over seven decades, defining multiple cinematic eras. His presence in the Jeep commercial was a deliberate choice to evoke trust, ruggedness, and a sense of enduring adventure, qualities intrinsically linked to the Jeep brand.
- Full Name: Harrison Ford
- Date of Birth: July 13, 1942
- Age (as of Dec 2025): 83
- Place of Birth: Chicago, Illinois, U.S.
- Occupation: Actor, Pilot, Producer
- Spouses: Mary Marquardt (m. 1964; div. 1979), Melissa Mathison (m. 1983; div. 2004), Calista Flockhart (m. 2010)
- Children: Five (Malcolm, Georgia, Ben, Willard, and Liam)
- Iconic Roles: Han Solo in the Star Wars saga, Indiana Jones in the Indiana Jones series, Rick Deckard in Blade Runner, and Jack Ryan in Patriot Games and Clear and Present Danger.
- Notable Awards & Honors: Golden Globe nominations, BAFTA nominations, and the AFI Life Achievement Award.
- Other Interests: Ford is a passionate environmental activist and a licensed pilot who frequently flies both fixed-wing aircraft and helicopters.
The 'Owner's Manual' Campaign: A Masterclass in Quiet Storytelling
The "Owner's Manual" commercial, which aired during Super Bowl LIX (February 9, 2025), was a bold departure from the typical, frantic, and often overtly humorous Big Game ads. Jeep, under the Stellantis banner, opted for a two-minute, cinematic essay directed by the acclaimed filmmaker James Mangold, known for works like Logan and Ford v Ferrari.
The entire spot is a rumination on life, freedom, and personal happiness, delivered in Ford’s signature grizzled, thoughtful voice. The opening line, "The longest thing we ever do is live our lives," immediately sets a reflective, almost melancholic tone, backed by a sparse, acoustic, melancholy guitar soundtrack.
Ford is seen in a rustic, natural setting, engaging in simple, profound acts—flying a small plane, working with wood, and, of course, driving a Jeep. The core message suggests that while every vehicle comes with an owner's manual, the manual for a happy, adventurous life must be written by the individual. The Jeep is presented not as a product, but as the vehicle that facilitates this freedom and self-discovery. The commercial cleverly highlights Jeep's diverse lineup, including gas, hybrid, and electric models, subtly positioning the brand for the future while honoring its rugged past.
The Secret Rivalry: How Jeep Used Ford to Troll the Bronco
The most unique and talked-about element of the "Owner's Manual" campaign was its barely-concealed jab at the Ford Bronco, a vehicle that has aggressively challenged the Jeep Wrangler's dominance in the off-road market. This competitive move was brilliant in its subtlety and deeply ironic, given the star's name: Harrison Ford.
Here are five ways the commercial was a strategic dig at the competition:
- The "Harrison Ford" Irony: Jeep hired a man whose last name is synonymous with their primary competitor to headline a two-minute feature. This choice, whether intentional or not, immediately created a subversive layer to the ad, with the name "Ford" endorsing a rival brand.
- The Overtaking Scene: The most explicit moment occurs when a Jeep Wrangler, driven by a woman who exchanges a knowing smirk with Ford, easily overtakes a slower-moving, boxy, off-road SUV. Crucially, this slower vehicle is a current-generation Ford Bronco, albeit with its badging removed to avoid direct legal issues.
- The 'Owner's Manual' Title: Some critics interpreted the title itself as a subtle dig. The Jeep brand is historically known for its simple, rugged, and easily customizable nature, suggesting the "Owner's Manual" is merely a suggestion, whereas the Bronco, as a newer competitor, might be seen as having to follow a more rigid, detailed manual to succeed.
- The Theme of 'Freedom': Ford's narration focuses heavily on freedom, going anywhere, and writing your own rules. This directly contrasts with the slow-moving Bronco in the scene, implying that the Jeep is the superior vehicle for true, unbridled exploration and the freedom to inspire others.
- The Quiet Confidence: By making the commercial a "quiet" two-minute film, Jeep demonstrated a confidence that belied its competitive shot. It was a tear-jerker that was secretly a direct assault, using emotional depth to deliver a commercial blow to its rival, a strategy far more effective than a loud, aggressive attack.
Legacy and Reception: The Big Game's Undisputed Champion
The decision by Stellantis Global CMO Olivier Francois to keep the ad a complete secret until its debut was a major factor in its success. The element of surprise, coupled with the star power of Harrison Ford, ensured it immediately dominated the post-game conversation. The ad's emotional depth and high production value, courtesy of director James Mangold, resonated deeply with audiences.
The critical reception was overwhelmingly positive, with the commercial breaking through the noise of other high-budget spots. Its ultimate victory as the No. 1 commercial in the YouTube AdBlitz contest cemented its place as the most engaging and re-watched Super Bowl ad of the 2025 game. This win is significant because it is based on viewer engagement and votes, confirming that the public connected with the reflective message and the iconic presence of Harrison Ford.
The "Owner's Manual" ad successfully achieved multiple goals for the Jeep brand: it celebrated the brand's heritage of adventure, showcased its commitment to future technologies (hybrid and electric models), and, most importantly, delivered a memorable, confidence-laced competitive blow to the Ford Bronco. By using one of Hollywood's most beloved figures, Jeep created a timeless piece of advertising that will be studied for years to come, proving that sometimes, the quietest message makes the loudest statement. The commercial’s lasting impact confirms that Harrison Ford, the man, continues to embody the spirit of rugged independence that the Jeep brand strives to represent.
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