Bill Murray takes groundhog for spin in Jeep Gladiator in Super Bowl LIV ad

Eric D. Lawrence | Detroit Free Press

Bill Murray is reprising his role as time looped Pittsburgh weatherman Phil Connors for a new take on “Groundhog Day.”

This version, however, also stars an orange 2020 Jeep Gladiator Rubicon, and as the ad says, “No day is the same in a Jeep Gladiator,” quite a departure from the movie, where Murray’s character must relive the same day over and over.

This time, though, Murray’s day is shaken up just after he dodges insurance salesman Ned Ryerson in the middle of town and spots the Gladiator parked and ready to go.

“That’s different,” he says before grabbing the groundhog, whose real name is Poppy, and hitting the road, launching a day that appears to get better every time he wakes to the sound of Sonny and Cher’s “I Got You Babe,” when the clock radio in his room at a bed and breakfast strikes 6 a.m.

Fiat Chrysler Automobiles, known for iconic Super Bowl ads of the past featuring Eminem, Clint Eastwood and the voice of Paul Harvey, has enlisted Murray and a couple of other actors from the 1993 film classic as its latest foray into big game advertising. The spot, created in partnership with the Highdive agency in Chicago, is scheduled to be released at 6 a.m. Sunday on Jeep social media channels and then air during the game.

FCA’s ad plans for the game last year stuck to social media and avoided pricey TV spots. For perspective, consider that Kantar Media reports that "the average price of a 30-second commercial in last year’s Super Bowl increased by three percent to $4.51 million."

Olivier Francois, FCA’s chief marketing officer, tries to make a splash with ads that are memorable and relevant.

This spot is remarkable because Murray doesn’t do commercials, and because it’s airing on Super Bowl Sunday, which also happens to be Groundhog Day.

The scenes in the ad feel like the movie. The familiarity comes from the location, shot in the same Illinois town, Woodstock, as the original 27 years later. Murray and his brother, Brian Doyle-Murray, also reprising his role as groundhog handler Buster Green, insisted on staying at the same Holiday Inn when they filmed in town last month.

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The commercial, which highlights the Gladiator’s life-embracing, 4x4ing, off-roading lifestyle, reflects the freedom and authenticity that Francois says free spirit Murray shares with FCA’s SUV brand and the midsize Gladiator.

The messaging is fun, and because of Murray’s improvisational chops, the ad was essentially unscripted.

“It’s about making every day different,” Francois said. Murray “is having the day of his life. Practically it’s my marketing brief. From time to time, things are just magical, and you can’t let them get away.”

Francois, who had met the actor before, connected with Murray, who’s not known as the easiest person to track down, by sending a letter through some friends, and Murray called. Instead of some initial suggestions focused on golfing and fishing, the idea for the ad soon went to a remake of “Groundhog Day,” with a twist.

Contact Eric D. Lawrence: elawrence@freepress.com or (313) 223-4272. Follow him on Twitter: @_ericdlawrence.