The marketing team of Fiat Chrysler Automobiles [NYSE:FCAU] loves the Super Bowl. Oh, it's not because their team is any good (we assume they're all Lions fans) but rather because they get a chance to go all Mad Men and flex their creativity. It all started with the famous spot from 2011 that starred rapper Eminem. For this year’s Big Game, which saw the New England Patriots defeat the Seattle Seahawks 28–24, FCA is celebrating three of its brands, Dodge, Fiat and Jeep, but this time around there aren't any celebs.
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The 90-second spot from Jeep is most like the recent FCA Super Bowl creative approaches. Titled Beautiful Lands, the spot primarily markets the 2015 Renegade but it also juxtaposes the Jeep brand’s American roots with its new global ambitions. It comes at a time when Jeep sales around the globe have topped one million units for the first time ever, with the brand focused on getting this figure up to 1.83 million units by 2018 with exciting new products like the Renegade.
The 60-second spot from Fiat, The Fiat 500X Blue Pill, is a little more racy than the Jeep ad, and we don’t mean in a motorsport kind of way. The ad playfully and cheekily introduces Fiat’s new 500X, promoting the fact that it’s “bigger” and “more powerful” than the 500 we’re used to, and also “ready for action.”
Dodge’s spot is titled Wisdom, and like the Fiat ad runs for 60 seconds. It commemorates Dodge’s first 100 years with centenarians who have an attitude, defiance and an irreverence that Dodge says is the core of its DNA. Some of their words of wisdom we certainly see reflecting the essence of Dodge include “Put your pedal to the medal“ and “Live fast,” which is especially true with vehicles like the Challenger and Charger SRT Hellcats in the brand’s lineup.
You can watch more of the car-related Super Bowl XLIX spots at this link.