Jeep Groundhog Day

"Groundhog Day" Commercial Scores During The Big Game


  • Groundhog Day

February 12, 2020 - Rise and shine and don’t forget, when it comes to advertising and the Big Game, the 2020 Jeep? Gladiator “Groundhog Day” spot put everyone else in the shadows. The Jeep brand scored a huge victory earlier this month with the airing of the 60-second commercial starring Bill Murray who reprises his role as Phil Connors from the 1993 film “Groundhog Day.”


The advertisement has been viewed more than 100 million times on a variety of social media outlets and earned accolades from such publications as People magazine.

For those who may have missed the film, Murray played weatherman Phil Connors who travels to Punxsutawney, Pennsylvania for the annual Groundhog Day festivities.

Groundhog Day derives from a Dutch superstition that if a groundhog emerges from his burrow and sees his shadow – it is six more weeks of winter. If he is shadow free, spring will arrive early.

In the movie, Murray gets caught re-living the same day – Groundhog Day – over and over again until he learns what is important in life.

But what the commercial has that the movie lacked is an awesome 2020 Jeep Gladiator.

Murray can't wait to get out of bed and jump in the Gladiator. He and the groundhog spend their days racing around town while making occasional stops to take in a fireworks display, say hello to the local farmer or get in a game of whack-a-mole.

“In my wildest dreams, any advertiser’s dream, really, could you dare to believe that Bill Murray would agree to be in your Super Bowl commercial, and on top of that, ask him to relive his iconic role in ‘Groundhog Day’?,” said Olivier Francois, Chief Marketing Officer, FCA. “When we learned that Groundhog Day fell on Super Bowl Sunday for the second time in 54 years, we couldn’t help but take that chance. The stars magically aligned. Bill agreed to do the first national broadcast commercial in which he’s ever appeared.”

Interestingly, it was the commercial that almost wasn’t.

Murray signed on to the project about two weeks before it was slated to air. A mad scramble ensued since rights needed to be secured for the movie and the Sonny & Cher 1965 hit “I Got You Babe.”

Shooting took place Jan. 23 through Jan. 26 in Woodstock, Illinois where the movie was previously filmed.

Still, the commercial had yet to be given a slot to air during the game.

As luck would have it, Fox Sports and the National Football League allowed for floater commercials in case of injuries or unexpected breaks. Advertisers who chose the floater had no idea when their commercials would run. “Groundhog Day” made its grand appearance during the fourth quarter.

The rest is commercial history.

Here’s a deep dig on the reviews:

  • USA TODAY Ad Meter placed the spot as No. 1 among all 62 commercials available for rankings by viewers

  • People magazine named “Groundhog Day” it's No.1 favorite commercial

  • The “Groundhog Day” video finished as the top automotive advertisement on YouTube AdBlitz and took second place overall among the 164 commercials aired during the game.

  • Adweek named “Groundhog Day” as the No.1 Super Bowl commercial in 2020.

  • “Groundhog Day” has already been viewed 104,246,754 times across the Jeep brand’s YouTube, Facebook, Twitter and Instagram channels

Related Stories

FCA at CES 2020

Read More

Building Upon Our Foundation

Read More