Why Harrison Ford is endorsing Jeep for Super Bowl 2025 ad, more
Harrison Ford is like the Millennium Falcon lately — everywhere.
The 82-year-old actor, one of Hollywood’s biggest stars of all time, makes his Marvel Cinematic Universe debut in this week’s “Captain America: Brave New World.”
He also continues to appear alongside Helen Mirren on the “Yellowstone” prequel series “1923,” which begins its final season on Feb. 23. And he’s a regular on AppleTV+’s “Shrinking.”
A surprise Jeep commercial featuring Harrison Ford debuted during the 2025 Super Bowl. The Jeep brand/Atiba Jefferson / MEGA
But during the 2025 Super Bowl on Sunday, audiences saw Han Solo and Indiana Jones somewhere they’re not so used to — a TV commercial.
Ford starred in a two-minute Jeep ad, directed by “A Complete Unknown” Oscar nominee James Mangold, and it was one of the night’s biggest surprises.
Set in a cabin in the wilderness, the earthy spot took advantage of Ford’s all-American quality.
“The longest thing we ever do is live our lives,” he began. “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 screen legend continued, with his signature dry sense of humor: “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.”
While Ford’s paycheck has not been revealed, The Hollywood Reporter said that major actors can command $3 to $5 million for a single Super Bowl ad, which cost $10 to $20 million to make.
Broadcaster Fox charged a record $8 million for 30 seconds of airtime during the big game.
Harrison Ford starred in “Indiana Jones and the Dial of Destiny” in 2023. AP
The idea for a Jeep commercial started out as a funny bit, and the actor nearly turned down the job as a result.
Olivier Francois, global chief marketing officer of auto company Stellantis (the owner of Jeep), told Variety 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 told People, “You always say no at first.”
But Francois re-conceived the project with a more serious tone, and gave Ford the option to kill the final product if it didn’t live up to his standards.
Thanks to his friend Mangold, who directed “Indiana Jones and the Dial of Destiny,” “it came out to be something that I really feel comfortable with,” Ford said.
The Jeep ad took place in a wilderness cabin. The Jeep brand/Atiba Jefferson / MEGA
For a long time, the actor was never a fixture of commercials. But that’s changed lately. The Jeep gig follows his recent campaign — clad in a kilt — for Glenmorangie Single Malt Scotch Whisky earlier this year.
Prior to that, he popped up for about 15 seconds in a 2019 Super Bowl ad for Amazon. And he adopted a milk mustache in a 2011 “Got Milk?” photo.
However, Ford has undoubtedly upped his output in 2025.
With an estimated net worth of $300 million, why is the actor hawking products? A marketing consultant said it comes 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 president of Platinum Rye Entertainment, told The Post.
Ford is also endorsing Glenmorangie Single Malt Scotch Whisky. Lachlan Bailey/Glenmorangie/Mega
“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 crucial too, Semling added.
“Harrison’s endorsement team is smart, and they know Harrison, like Jeep, is an iconic brand. With the consumer landscape as fragmented as it’s ever been, his ‘brand’ benefits by being a part of one of the few remaining mass-audience events to really capture the world’s attention.
“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.”
