Harrison Ford surprised in a sprawling, narrative-driven and rugged fourth quarter Super Bowl spot for Jeep, directed by James Mangold, in which he encouraged football fans tuning in everywhere to draft their “Owner’s Manual.”
In lieu of an ad featuring larger-than-life cameos and in-your-face punchlines, the quiet commercial featured the monologuing Indiana Jones star discussing how life doesn’t “come with an owner’s manual,” and while cheat codes and hints along the way might be nice, it’s even better to write one’s own stories.
“Freedom is yes, or no, or maybe,” the actor, soon to be seen in Captain America: Brave New World, said, as a highlight reel of Jeep’s archival clips played.
He added later, “The most sacred thing in life isn’t the path, it’s the freedom to choose it. You don’t have to be friends with someone to wave at them. We won’t always agree on which way to go, but our differences can be our strength.”
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The ad — which relied on symbols of American patriotism, showcasing a soldier reuniting with his daughter and a triumphant U.S. flag — concluded with Ford advocating for people to choose “wisely” what brings them joy.
“My friends, my family, my work make me happy. This Jeep makes me happy, even though my name is [whispers] Ford,” he said. “That’s my owner’s manual. Get out there, write your own.”