Harrison Ford doesn’t do many TV commercials. And he was pretty sure he wasn’t going to do a Super Bowl commercial for Jeep.
For Olivier Francois, the news was most unwelcome. Francois is the global chief marketing officer of auto giant Stellantis and, just before December, had been given a “mission impossible” assignment by John Elkann, the company’s chairman. He wanted the company to run a strong Super Bowl commercial for Jeep, something Francois has done many times in the recent past. Francois is, after all, the marketing executive who has supervised the creation of memorable, anthemic Big Game spots that have used Eminem to signal an economic resurgence