Harrison Ford, the iconic American big-screen legend for nearly six decades, has once again captured the hearts of audiences with a reflective performance in Jeep’s Super Bowl commercial. Debuting during the fourth quarter of Super Bowl 2025, the 82-year-old actor stars in the two-minute ad titled “Owner’s Manual,” where he contemplates the essence of freedom and the significance of making choices that lead to personal happiness. In an exclusive interview with PEOPLE, Ford describes the commercial as a profound exploration of life, emphasising the themes of control, choice, and personal responsibility.
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The commercial opens with a majestic scene featuring an American flag, a picturesque vista, and a scenic dirt road against a backdrop of snow-capped mountains. Ford appears rugged and contemplative as he speaks directly to the camera, expressing, “Longest thing we ever do is live our lives. But life doesn’t come with an owner’s manual… Mighta been nice, huh? But that means we get to write our own stories.” His thoughtful dialogue encourages viewers to craft their own “owner’s manual” for navigating life and finding joy, as he shares that his friends, family, work, and the Jeep Wrangler 4xe all contribute to his happiness.
Despite initially rejecting the commercial offer, Ford eventually signed on due to the evolving nature of the project and the opportunity to collaborate with director James Mangold. Famed for his roles in Indiana Jones and Star Wars, Ford found resonance in the ad’s reflective and distinctive approach, which he describes as a “soft sell,” contrasting the typical in-your-face Super Bowl commercials. Ford’s involvement added a personal touch to the creative process, making the commercial a project he felt genuinely comfortable and aligned with.
Throughout the ad, Ford embodies a sense of camaraderie and shared experiences, symbolised by the “Jeep Wave” – a gesture of acknowledgment exchanged between Jeep Wrangler owners on the road. He highlights the strength found in embracing differences and finding unity in diversity, imparting an uplifting message of inclusivity and mutual respect. As a brand synonymous with freedom and adventure, Jeep’s CEO recognises Ford’s embodiment of these values, making him the ideal spokesperson for their Super Bowl commercial.
Despite the grandeur of the Super Bowl platform, Ford maintains a down-to-earth perspective, focusing on enjoying the game day experience like any other fan. With upcoming projects on the horizon, including the Apple TV+ series “Shrinking” and the new season of “1923,” Ford continues to captivate audiences with his timeless charm and versatility. As he transitions effortlessly between blockbuster hits and intimate commercials, Ford’s enduring appeal and genuine authenticity shine through in every performance, captivating viewers of all ages and backgrounds.