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With this campaign, Stellantis reminds us that the best manuals are the ones we write ourselves and that the next great story is always just around the corner.
There is something undeniably powerful about stories that celebrate not just a product, but a way of life. Jeep’s Owners Manual campaign captures this spirit perfectly, offering more than just an advertisement but a heartfelt tribute to adventure, freedom, and the passionate community that defines the brand. With every frame, it invites viewers to embrace the call of the open road and the endless possibilities that come with it. This campaign connects with the very values that Jeep owners live by, creating a genuine bond that goes far beyond the usual marketing spiel.
There’s something instantly reassuring about seeing Harrison Ford at the wheel, and Jeep’s Owners Manual campaign knows it. Ford is an embodiment of adventure itself, with a lifetime of stories that feel perfectly in tune with the Jeep spirit. His calm yet compelling narration sets the scene for an ad that invites you to embrace freedom, take on the unknown, and write your own rules along the way.
Stellantis, Jeep’s parent company, takes a fresh approach here by flipping the idea of an owner’s manual on its head. Instead of a dry instruction book, this is a reminder that while your Jeep might come with a guide, your journey does not. Through stunning shots of Jeeps conquering every terrain imaginable, the campaign celebrates the brand’s core values: resilience, versatility, and the kind of independence that calls to something deeper in all of us. It’s a beautifully told story about owning your path rather than following someone else’s.
What makes Owner’s Manual truly memorable is its honesty and warmth. It doesn’t push a product—it invites viewers into a way of life shaped by curiosity, resilience, and the open road. Instead of focusing on specs or speed, it celebrates the unspoken bond between driver and destination. Ford’s presence adds a layer of nostalgia and quiet strength, giving the film a timeless quality. The message resonates not only with diehard Jeep fans but with anyone who’s ever longed to take the road less traveled.
With this campaign, Stellantis reminds us that the best manuals are the ones we write ourselves—and that the next great story is always just around the corner. The campaign took home Platinum at the 2025 LIT Advertising Awards for Video – Automotive, proving that great storytelling moves just as fast as the cars it features.
Credits
Winning Entry: Owner’s Manual
Winning Company: Jeep Brand
Winning Category: Video – Automotive
Step inside the world of bold ideas and breakthrough work with the Season 1 winners of the 2025 LIT Advertising Awards.
