Explore Freedom and Adventure: Harrison Ford and Jeep® Reveal the Film “Owner’s Manual”

In a breathtaking revelation that took viewers by surprise during the recent Big Game, the iconic Jeep® brand showcased a powerful two-minute film featuring none other than Harrison Ford. Titled “Owner’s Manual,” this unique appearance was not just a typical commercial but a heartfelt manifesto that resonates with the spirit of adventure and the quest for happiness.

Directed by Academy Award®-nominated James Mangold, known for his masterful storytelling in films like “Ford v Ferrari” and “Indiana Jones and the Dial of Destiny,” “Owner’s Manual” is both a cinematic treat and an invitation for exploration. Produced by Minted Content in collaboration with Stellantis, this film marries Ford’s legendary persona with the rugged ethos of Jeep, reminding viewers that life, much like off-roading, comes without a manual.

The Message Behind the Madness

At the heart of the film lies a profound message: while cars may come with manuals, people do not. With a voice that echoes experience and authenticity, Ford invites us to embrace the infinite possibilities life offers. “Choose what makes you happy. My friends, my family, my work make me happy. This Jeep (Wrangler 4xe) makes me happy… even though my name is Ford. That’s my owner’s manual. Get out there. Write your own.” This personal touch is what separates “Owner’s Manual” from the usual barrage of commercialism that floods our screens during major events like the Big Game.

While other brands may chase flashy visuals and celebrity endorsements, Jeep takes a different route, leaning on the quiet strength and relatable wisdom of Ford. Olivier Francois, Stellantis’ Global Chief Marketing Officer, articulated this sentiment, noting, “We worked closely to create an intimate film… very much opposite of what viewers have come to expect from Big Game commercials.” This quality is what makes the Jeep brand stand out, engaging adventurers like you in a dialogue about choices, happiness, and the joy of exploration.

A Legacy of Adventure

Since its inception in 1941, Jeep has carved a niche as a symbol of freedom and adventure, representing an ethos that appeals to explorers, campers, and outdoor enthusiasts. Bob Broderdorf, CEO of the Jeep brand, proudly states, “Battle-born and forged in steel… Jeep has represented freedom and adventure, pushing the limits and overpowering every obstacle for over 80 years.” The film’s narrative serves as a reminder that whether you’re navigating trails on your mountain bike, setting up camp under the stars, or simply enjoying a leisurely drive, a Jeep is always ready for the journey ahead.

For those who share a passion for backpacking, hiking, and photography, this ad resonates on multiple levels. The enticing imagery of off-road adventures serves as a direct invitation to embrace the great outdoors. The film not only showcases the Jeep’s capabilities but also aligns perfectly with the interests of a community that values exploration and quality time spent in nature.

A Symphony for the Soul

Accompanying the visuals is an original score, “Go Anywhere,” crafted by Sony Music Publishing artist Nathaniel Murphy specifically for this film. The music enhances the emotional experience, blending seamlessly with the cinematic storytelling. The collaboration is reflective of Jeep’s ongoing commitment to authenticity, creativity, and innovative partnerships. This combination of artistic talents brings a depth to the Jeep narrative, drawing in viewers’ emotions and encouraging them to pursue their own adventures.

Leading into the Future

As Jeep continues to evolve, it’s not just sticking to tradition but also embracing the future. The introduction of the Grand Wagoneer S marks Jeep’s first full battery-electric vehicle (BEV), signalling a commitment to sustainability without compromising on the adventurous spirit that defines the brand. Set to make waves in both the U.S. and Europe, this vehicle is a testament to Jeep’s adaptability and foresight—crucial for any adventurer looking to blend modern technology with rugged exploration.

Be Inspired

In conclusion, the “Owner’s Manual” film encapsulates what it means to be an adventurer at heart. Harrison Ford, with his iconic status and relatable message, invites you to take charge of your life’s journey—and yes, he is certainly talking about navigating the wild terrains in a Jeep.

But, what’s the real takeaway here? Whether you’re planning your next camping trip, contemplating a mountain biking excursion, or just looking for a weekend ride, remember Ford’s message:

“There’s no manual for life, so go out, explore, and write your own story. Your adventure starts now.”