Jeep Sees Success With Narrative Approach for Super Bowl LIX

With on-field action during Super Bowl LIX a little lacking, the Big Game ads were doing double duty to engage and entertain viewers. And while many brands went for the laughs, humor wasn't the only successful tactic that advertisers employed.

Jeep took a heartfelt, narrative approach with its two minute ad starring Harrison Ford dropping some thought-provoking life lessons while urging people to "choose what makes you happy." And Jeep didn't miss the opportunity to inject a little bit of humor and take a jab at rival automaker Ford at the very end, as Harrison quips "This Jeep makes me happy, even though my name is Ford."

iSpot data reveals the creative impact around this ad:

• "Narrative" was the top viewer emotion/reaction to this spot.
• Out of all the Super Bowl ads, Jeep's ranked No. 18 for likeability, scoring 9% above the norm.
• It had a notable 85% brand recognition (the percentage of survey respondents who remembered it was a Jeep ad after watching it), 11 points above the norm.
• 22% of surveyed viewers said the message was the "single best thing" about the ad, while 19% preferred the characters above all else.