Jeep® brand’s 2020 Super Bowl commercial, featuring Bill Murray reprising his role in the film Groundhog Day, has been recognized as the Best American Ad of the 21st Century by Campaign US in their inaugural Campaign Cup 2025. This campaign not only stood out creatively but also achieved remarkable audience engagement and industry accolades, setting a new benchmark for automotive advertising.
Key Highlights of the Campaign
- Campaign Concept and Star Power
- The commercial starred Bill Murray, revisiting his famous character Phil Connors from the 1993 Groundhog Day film.
- It creatively integrated the Jeep Gladiator as Phil’s “getaway vehicle,” blending nostalgia with Jeep’s rugged identity.
- The commercial was filmed in Woodstock, Illinois, the same location as the original film.
- Unique Timing and Historical Context
- The 2020 Super Bowl and Groundhog Day coincided on February 2, a rare occurrence only the second time in the Super Bowl’s 54-year history.
- This serendipitous timing enhanced the ad’s cultural relevance and audience connection.
- Recognition and Impact
- Won USA Today’s annual AdMeter competition, outperforming 61 other ads.
- Nominated for a Primetime Emmy Award for Outstanding Commercial.
- Achieved the highest viewership across social media platforms among Super Bowl commercials that year.
- Emerged victorious over 32 competing ads in Campaign US’s Campaign Cup 2025, including a final showdown against Snickers’ Betty White commercial.
- Creative and Marketing Leadership
- Olivier Francois, global chief marketing officer of Stellantis, played a pivotal role in the campaign’s success and has been inducted into the Advertising Hall of Fame.
- The ad was created in partnership with the award-winning creative agency Highdive.
- Francois noted the magical journey of securing Murray’s participation and the campaign’s strong storytelling rooted in genuine connection.
- Bill Murray’s Reflection
- On the final day of filming, Murray remarked it was his first and likely last commercial, highlighting the special nature of the project.
Jeep Brand Overview
- Jeep has been a global leader in SUVs for over 80 years, known for off-road capability, advanced technology, and versatility.
- The brand offers vehicles powered by traditional, hybrid, and all-electric drivetrains.
- Jeep’s customer loyalty program, Jeep Wave, emphasizes premium care and exclusive benefits.
- Jeep’s heritage focuses on freedom, adventure, authenticity, and passion, maintaining its status as a rugged yet refined automotive brand.
Jeep’s 2020 “Groundhog Day” Super Bowl commercial exemplifies how a powerful narrative, cultural relevance, and strategic timing can create a standout campaign. It demonstrated the impact of blending nostalgia with brand values and innovative marketing, setting new standards in automotive advertising. The campaign’s accolades and audience engagement reinforce Jeep’s commitment to storytelling that resonates deeply with consumers and drives brand loyalty.
