We dare you to not want a Gladiator Rubicon after watching Jeep’s 2020 Superbowl ad. It brings Groundhog Day star Bill Murray – playing the 1993 film’s lead character, Phil – and his groundhog back to the town of Punxsutawney in a brand-new Rubicon, in place of the worn-out old Chevvy C-10 pick-up of the original. And as you might expect, the upgrade has a substantial effect on how Phil reacts to the prospect of a forever-repeating day – leaving its viewers with a warmed heart and newfound need to spec up a Rubicon for the Pennsylvania winter immediately.
In contrast to the often cringeworthy storylines of Superbowl car ads, Jeep’s attempt mixes the occasional original film reference in with topical jokes – we particularly like the ‘emotional support’ animal gag – and some proper off-roading in the Gladiator. We were certainly left happy to see Phil living his best life, rather than asking who in their right mind would sign off a six-figure budget to produce such a pile of… It would have been hard to not make a Wrangler look great with its doors off in the snow, sure; but entertaining like this for nearly two minutes is no easy task.
For that reason, whether you’ve seen the movie or not – and even if you’re an urbanite rather than regular explorer of the American wilderness – there’s lots to love in Jeep’s new advert. So get the kettle on and ready yourself to be motivated for an afternoon perusing the PH classifieds for your own Rubicon. Thankfully, with the new globally-launched model, there are plenty around these days. Although you may have to look elsewhere for a pet groundhog.