Jeep Groundhog Day with Bill Murray
Jeep has provided a new take on Groundhog Day, the 1993 movie, with a Super Bowl commercial featuring Bill Murray and Punxsutawney Phil. As in the original movie, Bill Murray’s character Phil Connors wakes up to the sounds of “I Got You Babe” by Sonny & Cher. He’s back in Punxsutawney but this time he’s got a plan to just have a good time with Punxsutawney Phil with a Jeep Goliath to use as getaway vehicle. He manages to avoid Ned Ryerson (Stephen Tobolowsky) and shakes off Mayor Buster (Bill’s older brother Brian Doyle-Murray). Every day they leave behind Groundhog Day Festival in Town Square to head off into the Pennsylvania wilderness. The ad ends with the tagline: “No day is the same in a Jeep Gladiator.” The Jeep Groundhog Day campaign includes two teasers, a 60 second TV ad, and an extended 1:45 minute version.
“In my wildest dreams, any advertiser’s dream, really, could you dare to believe that Bill Murray would agree to be in your Super Bowl commercial, and on top of that, ask him to relive his iconic role in ‘Groundhog Day’?,” said Olivier Francois, Chief Marketing Officer, FCA (Fiat Chrysler Automobiles). “How do you even have that make sense and not be forced? Magic first happened when I had the incredible luck to meet Bill in person a few years ago, and I knew then that he was perfect for Jeep. Because like Jeep, Bill is a free spirit, he intentionally seeks out ways to find adventure and live an extraordinary life.”
Francois continued, “When we learned that Groundhog Day fell on Super Bowl Sunday for the second time in 54 years, we couldn’t help but take that chance. The stars magically aligned. Bill agreed to do the first national broadcast commercial in which he’s ever appeared, and not only that, relive his role as Phil Connors for our Jeep Gladiator. But this time, in our spot, the hero makes a different choice by choosing a different pick-up truck – the Jeep Gladiator – and it changes everything for him.”
“This is my first commercial. I’m glad I did it with you (Jeep),” said Bill Murray. “And I’m glad that this is my last commercial, as well.”
See behind the scenes
Consumers will soon be able to pair a Jeep Gladiator and the all-new Jeep e-Bike powered by QuietKat (as seen in the commercial) to continue their own adventure, beginning early this summer. For more information, visit jeepe-bike.com.
The Groundhog fun continues with a custom collection of merchandise inspired by the commercial on jeep.com/gear.
Jeep Groundhog Day
The Jeep Groundhog Day campaign was developed at Highdive, Chicago, by chief creative officers Mark Gross and Chad Broude.
Post production was done at Cutters by editor Grant Güstafson, assistant editors David Rubin and Jackie Cohen, executive producer Heather Richardson.
Sound was produced at Another Country by audio mixer Peter Erazmus, audio assistant Logan Vines, producer Louise Rider, executive producer Tim Konn, with on-set assistant Jack White.