Jeep® Brand's Groundhog Day Commercial Crowned Best American Ad of the Century

The Jeep® brand has once again proven its innovative marketing prowess, as its memorable 2020 Super Bowl commercial titled Groundhog Day has been honored as the Best American Ad of the 21st Century. Featuring the beloved actor Bill Murray, this advertisement has captured the hearts of audiences and was voted the top ad by Campaign US voters in the inaugural Campaign Cup 2025 competition.

The Victory Journey

From March to mid-May, Campaign US organized a unique bracket-style voting system, allowing fans to select their favorite advertisements from 16 different matchups. The final showdown saw Jeep's Groundhog Day commercial face off against the iconic Snickers advertisement featuring Betty White, but in the end, it was Murray's unforgettable performance that triumphed.

Olivier Francois, global chief marketing officer at Stellantis, expressed his delight in receiving this recognition. He reflected on the serendipitous moment of discovering Groundhog Day coincided with Super Bowl Sunday—a rare occurrence in the event’s history. Murray's return to his role as Phil Connors from the 1993 film was not merely nostalgic but reinforced the timeless magic of the original story, which is deeply intertwined with the Jeep Gladiator—an open-air truck that served as Connors' getaway vehicle alongside the famous groundhog.

A Classic Return

Broadcast during Super Bowl LIV, this 60-second ad played on the theme of repetition found in the original film, effectively blending humor and nostalgia. It was not only viewed enthusiastically by fans but also dominated various social media channels, becoming the most-viewed commercial during the event. The commercial later backed its success by winning USA Today's annual AdMeter competition and received a Primetime Emmy nomination for Outstanding Commercial, underscoring its impactful presence in modern advertising.

Murray's comments during the commercial’s final production day highlight the comedic yet sincere nature of the project, as he acknowledged his joy in making the ad—one that he deemed worthy of being both his first and last commercial.

The Creative Collaboration

The success of the Groundhog Day campaign can be attributed to the innovative outlook of the creative agency Highdive, bringing Murray's classic characterization back into the spotlight while showcasing the Jeep brand’s rugged versatility. Jeep has long stood as a symbol of adventure with an impressive lineup of vehicles designed for thrill-seekers through diverse terrain, and this commercial exemplified that adventurous spirit.

In closing, Jeep® brand has solidified its legacy in advertising with this award, embodying the essence of exploration, creativity, and a strong connection to its audience. It's clear that through clever marketing strategies and nostalgic appeal, the Jeep brand continues to resonate with consumers, ensuring that its adventures—both on-screen and off—remain ever-present. So here’s to the Jeep Gladiator and Bill Murray, whose collaboration has brought both laughter and unforgettable memories to fans everywhere. Jeep promises to keep pushing the boundaries of automotive ad campaigns as they delve into the future with a commitment to innovation and customer engagement.

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As Jeep embarks on new adventures, we eagerly await what creative campaigns they will bring to life next!