Due to the so-called EV chasm—a slowdown in electric vehicle demand—and the rising burden of advertising costs, many automakers opted out of Super Bowl LIX advertising. As a result, Jeep and its affiliated brand Ram were the only two automotive brands to run campaigns this year. Jeep unveiled a two-minute short film featuring Harrison Ford. The video opens with a shot of a waving American flag, as Ford calmly reflects on the meaning of freedom. The ad initially appears to be a tribute to American patriotism from its serious tone and Ford’s narration. However, as the visuals unfold, it becomes clear that his monologue carries a double meaning—his words can also be interpreted as an introduction to Jeep’s history and the key features of its new lineup. Throughout the video, automobile-related puns are thrown in, reinforcing the idea that the ad’s ambiguity and humor are intentional. The campaign’s clever execution culminates in Ford’s playful final line: “Choose what makes you happy. This Jeep makes me happy, even though my name is Ford.”