Just like the premise of the movie “Groundhog Day,” its star Bill Murray, and others are back again — but this time riding in the new Jeep Gladiator as the getaway vehicle.
The 60-second commercial debuted on television Sunday during Super Bowl LIV. For some, the biggest football game of the year can be as much about the most creative commercials as it is about the quality of play.
The commercial riffs off the original 1993 film, which famously replayed Groundhog Day in Punxsutawney over and over and over again until Murray’s character, Phil Connors, gets it right.
The carmaker noted that the Big Game and Groundhog Day fell on the same day for only the second time in the Super Bowl’s 54-year history.
According to FCA (Fiat Chrysler Automobiles) Group, the Jeep brand worked closely with Sony Pictures to ensure authenticity with the original film. They even licensed the iconic Sonny & Cher song “I’ve Got You Babe” from Warner Music for use in the commercial.
“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, FCA’s chief marketing officer, in a press statement.
Francois had met Murray a couple of years ago and felt the actor 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 said.
According to FCA’s press release, this is Murray’s first commercial.
“I’m glad I did it with you (Jeep),” Murray said in the FCA statement. Then in typical Murray style, he added, “And I’m glad that this is my last commercial, as well.”
Also reprising their roles in the commercial are Brian Doyle Murray (Buster Green) and Stephen Tobolowsky (Ned Ryerson).
The commercial was filmed in Woodstock, Ill., the same location as original 1993 film.
A longer-form video can be found on Jeep’s digital and social channels on Monday.
