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Inside Jeep’s Frantic Race to Drive Harrison Ford to Super Bowl LIX
A decision by Jeep to enlist actor Harrison Ford for a Super Bowl commercial was a last-minute gambit that almost didn't suceeed
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 in Detroit; Clint Eastwood to exhort a post-recession U.S. to get back out on the field and play, because it was “halftime in America; Bill Murray to re-create the premise of his 1993 movie “Groundhog Day” for Ram Trucks; Bruce Springsteenand Bob Dylan in surprising turns to spur Americans to buy the company’s cars. Many have dropped out after spending the past few years touting electric vehicles, tapping actors like Will Ferrell and Mike Meyers or even working with “Sopranos” creator David Chase in an ad that reunites a few former cast members form the series. “I still have a lot of love for electric, but “I need to say something that people will connect with.” Like Jack Ryan, Rusty Sabich, Indiana Jones, Han Solo and other characters he has played in the movies, it’s up to Harrison Ford to deliver results in a tight squeeze.
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