But Jeep understood, with the canny intuition of the advertiser, that as the emergency became more permanent, viewers might be seeking a different kind of catharsis.
Outbreak, for a time, was one of the most popular movies on Netflix. Jeep: #StayOffTheRoad.”Īt the start of the coronavirus pandemic, the movies that were most resonant for many people were ones that directly confronted the calamity: Contagion. When this is all over, the trails will be waiting. The text shifts, abruptly, to the imperative: “Stay home. In place of scenes of Murray joyfully navigating Punxsutawney, Pennsylvania, in a candy-colored four-wheel drive, this version begins with a black screen and sober text: “We understand that every day is starting to seem the same,” it reads, flashing briefly to Murray waking-again-at 6 a.m. This month, acknowledging the shift, Jeep came out with another edit of its ad.
Because this time around, he faced his monotonous eternity as the owner of a Jeep.Ī lot has changed since February. Instead of the existential agony posited in the original film, however, the commercial Murray delighted in the repetition. Cheerfully soundtracked with the film’s most memorable song, Sonny and Cher’s “I Got You Babe,” the spot featured Bill Murray reprising the role of Phil Connors, the misanthropic weatherman who relives the same day (and relives it, and relives it, and relives it). This time around, the alchemy on offer involved the 1993 film Groundhog Day. In February, during the Super Bowl, Jeep ran an ad doing what Super Bowl ads so often will: It converted a beloved cultural product into a marketing message.
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