Harrison Ford is just like the Millennium Falcon currently — in all places.
The 82-year-old actor, one in every of Hollywood’s greatest stars of all time, makes his Marvel Cinematic Universe debut on this week’s “Captain America: Brave New World.”
He additionally continues to seem alongside Helen Mirren on the “Yellowstone” prequel sequence “1923,” which begins its closing season on Feb. 23. And he’s an everyday on Apple TV+’s “Shrinking.”
However throughout the 2025 Tremendous Bowl on Sunday, audiences noticed Han Solo and Indiana Jones someplace they’re not so used to — a TV business.
Ford starred in a two-minute Jeep advert, directed by “A Complete Unknown” Oscar nominee James Mangold, and it was one of many evening’s greatest surprises.
Set in a cabin within the wilderness, the earthy spot took benefit of Ford’s all-American high quality.
“The longest thing we ever do is live our lives,” he started. “But life doesn’t come with an owner’s manual. Might’ve been nice, huh? But that means we get to write our own stories.”
The display legend continued, together with his signature dry humorousness: “Choose what makes you happy. My friends, my family, my work make me happy. This Jeep makes me happy — even though my name is Ford.”
Whereas Ford’s paycheck has not been revealed, the Hollywood Reporter stated that main actors can command $3 to $5 million for a single Tremendous Bowl advert, which value $10 to $20 million to make.
Broadcaster Fox charged a document $8 million for 30 seconds of airtime throughout the huge recreation.
The concept for a Jeep business began out as a humorous bit, and the actor almost turned down the job in consequence.
Olivier Francois, international chief advertising and marketing officer of auto firm Stellantis (the proprietor of Jeep), instructed Selection he recalled Ford’s agent saying: “He’s not an advertising guy. He doesn’t do this thing. He doesn’t need the money. He doesn’t have time. And so, this is not happening.”
Ford succinctly instructed Individuals journal, “You always say no at first.”
However Francois reconceived the undertaking with a extra critical tone, and gave Ford the choice to kill the ultimate product if it didn’t reside as much as his requirements.
Due to his good friend Mangold, who directed “Indiana Jones and the Dial of Destiny,” “it came out to be something that I really feel comfortable with,” Ford stated.
For a very long time, the actor was by no means a fixture of commercials. However that’s modified currently. The Jeep gig follows his latest marketing campaign — clad in a kilt — for Glenmorangie Single Malt Scotch Whisky earlier this 12 months.
Previous to that, he popped up for about 15 seconds in a 2019 Tremendous Bowl advert for Amazon. And he adopted a milk mustache in a 2011 “Got Milk?” picture.
Nonetheless, Ford has undoubtedly upped his output in 2025.
With an estimated internet value of $300 million, why is the actor hawking merchandise? A advertising and marketing guide stated it comes all the way down to Ford’s drive.
“While the spot itself was a surprise (it was not teased in advance like so many others), I was not shocked to see him in it,” Mary Semling, senior vice chairman of Platinum Rye Leisure, instructed The Put up.
“Like other A-listers in the brand partnership space, it’s not (always) about the money or exposure, but about establishing or — in Harrison’s case — keeping themselves culturally relevant.”
The pairing was essential, too, Semling added.
“Harrison’s endorsement group is wise, they usually know Harrison, like Jeep, is an iconic model. With the patron panorama as fragmented because it’s ever been, his ‘brand’ advantages by being part of one of many few remaining mass-audience occasions to actually seize the world’s consideration.
“Given Harrison’s previous success in Amazon Alexa’s Super Bowl spot, I was not surprised to see his return to the Super Bowl party.”
