Global Trends and Politics
Why Stellantis Was the Only Automaker to Advertise during Super Bowl 59
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Actor Harrison Ford touts Jeep and Americana while taking a dig at another Detroit automaker during Stellantis
DETROIT — A CEO’s exit, electric vehicles making the industry run around like “headless chickens” and a company’s U.S. revival all came together to make Ram and Jeep parent Stellantis the only automaker with a Super Bowl 59 commercial.
That’s according to Stellantis Chief Marketing Officer Olivier Francois, who said while other automakers abandoned this year’s big game amid industry uncertainty and cost cutting, it was critical for the embattled trans-Atlantic carmaker to return to the Super Bowl.
Francois said Stellantis Chairman John Elkann, a scion of Italy’s Fiat carmaker, called him after CEO Carlos Tavares’ abrupt departure in December and told him to advertise during the big game as a recommitment to the automaker’s business in the U.S.
“We were not set to make a commercial. John Elkann called me in December, saying, you know, ‘I want something. I want to make a comeback. We want to show, to express, that comeback story. We want to show America how much it is important to the Stellantis group,'” Francois told CNBC.
Stellantis, formerly known as Fiat Chrysler, has become well-known under Francois for symbolic, nontraditional ads that feature iconic celebrities that tell a story beyond just attempting to sell new cars and trucks.
It started when the automaker was attempting to make a comeback from its 2009 bankruptcy. It aired a surprise two-minute Super Bowl ad in 2011 featuring rapper Eminem and the city of Detroit — tying the company’s revival to the Motor City’s grit and rebirth. The ad also featured a now discontinued Chrysler sedan called the 200.
Francois said Elkann, who’s leading the search for a new CEO, told him to recapture that kind of “comeback” spirit for the automaker, following years of cost-cutting and lackluster sales in the U.S.
Elkann, Francois said, also told him to think of late-Fiat Chrysler CEO Sergio Marchionne when creating the automaker’s ads this year. Marchionne, who died in 2018, was a supporter of Francois and past Super Bowl ads.
“There is a kind of philosophy attached to Sergio, which is that he believed in playing like you have nothing left to lose. He used to say, ‘Mediocrity is not worth the trip,'” Francois said. “So this year’s Super Bowl creative execution and investment are very much the essence of the spirit.”
Since Eminem, the company’s Super Bowl ads have featured actors such as Clint Eastwood, Bill Murray and singer Bob Dylan, among others. Those spots haven’t necessarily prominently featured any specific vehicle, but they’ve discussed culturally relevant topics such as political divides and patriotism.
Stellantis’ Ram Trucks ad this year was a more traditional, comedic Super Bowl commercial. It starred “Twisters” and “Top Gun: Maverick” actor Glen Powell reimagining “Goldilocks and the Three Bears” with trucks.
But the automaker’s two-minute Jeep ad starring Harrison Ford was a true return to form for Francois.
Jeep Super Bowl ad
Francois said Ford turned down an initial pitch for a different ad. That’s when Francois said he and friend Edward Razek, a former marketing executive for Victoria’s Secret owner L Brands who resigned amid controversy in 2019, wrote the first version of the ad that aired.
CMOs don’t typically write scripts. It’s more common for those executives to approve a script from an agency, with guidance. Francois said agencies did assist ahead of the final ad, but the script and ideas started inside the automaker.
In the ad, Ford discusses freedom, heroes and people writing their own stories in life because there is no “Owner’s Manual,” which is the title of the commercial.
As Ford opined, several Jeep models can be seen driving and off-roading, including one that passes a Ford Bronco SUV — a newer competitor to the Jeep Wrangler SUV — while the actor talks about inspiring others.
“I said ‘yes’ to doing this commercial because of the script. It’s a very straightforward communication about life and ends with getting in a Jeep vehicle, that’s the hook. It didn’t require me to reintroduce myself, point to the fact that in my life I’ve been many things and known for specific projects or roles,” Ford said in a statement. “It’s just a quiet talk from somebody sharing an idea. I love the way it developed.”
The Wrangler passing the Bronco is one of two references to the Jeep rival. The other comes from the actor at the end of the ad: “Choose what makes you happy. My friends, my family, my work make me happy. This Jeep makes me happy — even though my name is Ford. That’s my owner’s manual. Get out there, write your own.”
The Jeep ad was shot over two days with Ford in Santa Clara, California, in early December, according to Stellantis.
‘Headless chickens’
Automotive has historically been one of the top segments for Super Bowl advertising. Even during the Great Recession in 2008 and 2009 when the industry was hit hard, several companies such as Toyota Motor, Hyundai Motor and Audi aired ads.
Francois believes other automakers likely didn’t participate in the Super Bowl this year because of a lack of payoff in prior years, when many automakers, including Stellantis, touted all-electric vehicles that weren’t on sale.
“In the last years, there was plenty of automakers, all of them [touting] EVs, EVs that didn’t even exist,” Francois said. “These guys are obviously running like headless chickens: EVs, EVs, EVs. I mean, that’s where we all were.”
Automakers regularly advertised during the NFL regular season and playoffs, including with sponsorships such as Toyota being the “Official Automotive Partner of the NFL.” But none, other than Stellantis, advertised during Sunday’s game.
Both of Stellantis’ Super Bowl ads this year featured electric vehicles, but they also included traditional vehicles with internal combustion engines as well as plug-in hybrid models such as the Jeep Wrangler.
Francois said it may have been a blessing that Elkann called him in early December instead of months earlier because it allowed him to be more relevant in the messaging, rather than just touting EVs.
“The moment had changed, and I was lucky enough to have the possibility to rewrite the scripts. To rewrite history, to say, to not run like a headless chicken,” Francois said. “I was able to improvise in the moment.”
Stellantis declined to disclose how much money it spent on the production or broadcast of the ads, which were selling for up to $8 million for 30 seconds of air time during Super Bowl 59.
But Francois said Elkann has told advertising and marketing leaders at Stellantis that “Marketing is no longer a cost. It is an investment.”
Conclusion
Stellantis’ return to the Super Bowl with its Jeep and Ram brands marks a significant shift in the company’s marketing strategy. By focusing on storytelling and Americana, the automaker is attempting to recapture the spirit of its 2011 comeback ad featuring Eminem and the city of Detroit.
The company’s decision to feature electric vehicles alongside traditional and plug-in hybrid models is also a nod to the changing landscape of the automotive industry.
FAQs
Q: Why did Stellantis return to the Super Bowl this year?
A: Stellantis Chairman John Elkann called Chief Marketing Officer Olivier Francois to advertise during the big game as a recommitment to the automaker’s business in the U.S.
Q: Why did other automakers not participate in the Super Bowl this year?
A: Francois believes other automakers likely didn’t participate in the Super Bowl this year because of a lack of payoff in prior years, when many automakers, including Stellantis, touted all-electric vehicles that weren’t on sale.
Q: How much did Stellantis spend on its Super Bowl ads?
A: Stellantis declined to disclose how much money it spent on the production or broadcast of the ads, which were selling for up to $8 million for 30 seconds of air time during Super Bowl 59.
Global Trends and Politics
American Airlines to Start Testing Free Inflight Wi-Fi
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American Airlines to Test Free In-Flight Wi-Fi on Select Flights
American Airlines is planning to test complimentary in-flight Wi-Fi on select flights, starting next week. The move comes as pressure mounts on carriers to offer the service free of charge. The test will be available on three flights: between Charlotte Douglas International Airport and Raleigh-Durham International Airport, Charlotte and Jacksonville International Airport, and Miami International Airport and Chicago O’Hare International Airport.
Background
American’s prices for in-flight Wi-Fi vary and are some of the highest in the industry, with flight passes often topping $20. However, more and more carriers have either launched or are preparing to offer free in-flight Wi-Fi, making it harder for competitors to charge for connectivity. Delta Air Lines, for example, made its Wi-Fi free for members of its SkyMiles loyalty program two years ago, following JetBlue Airways’ lead. United Airlines plans to offer complimentary Wi-Fi on board this year using Elon Musk’s Starlink satellite Wi-Fi.
The Test
The test will assess customer take rates for in-flight Wi-Fi, evaluate the provider and aircraft capacity, and measure the impact on customer satisfaction. American’s chief customer officer, Heather Garboden, said in a staff memo, "While relatively small in scope, this is already a big stride in our organization’s very critical work to give our customers what we know they want."
Why is this significant?
American’s move to test free in-flight Wi-Fi is a significant step in the carrier’s efforts to win back customers. The company has been working to revamp its business travel sales strategy after a failed approach last year. In addition to facing increased competition for a complimentary service, American is under pressure to keep up with the changing expectations of its customers.
Conclusion
American Airlines’ decision to test free in-flight Wi-Fi is a significant step in the carrier’s efforts to improve customer satisfaction and stay competitive in the industry. As more carriers offer free in-flight Wi-Fi, American is taking a crucial step to meet the changing expectations of its customers.
Frequently Asked Questions
Q: Will American Airlines expand complimentary in-flight Wi-Fi to larger swaths of its network?
A: It was not immediately clear whether American will expand complimentary service to larger swaths of its network, and if so, when.
Q: Will the test be available on all American Airlines flights?
A: No, the test will be available on select flights between Charlotte Douglas International Airport and Raleigh-Durham International Airport, Charlotte and Jacksonville International Airport, and Miami International Airport and Chicago O’Hare International Airport.
Global Trends and Politics
Combining Corporate Social Responsibility and Politics:
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The world is facing an array of complex social and environmental challenges, from climate change to income inequality. As a result, businesses are being increasingly called upon to play a more active role in addressing these issues. Corporate social responsibility (CSR) has emerged as a key strategy for companies to demonstrate their commitment to making a positive impact. However, CSR is not a standalone concept – it is closely intertwined with politics. In this article, we will explore the relationship between corporate social responsibility and politics, and how companies can successfully combine the two to achieve a positive impact.
The Growing Importance of CSR
In recent years, there has been a significant shift in the way businesses approach their role in society. Gone are the days of profits being the sole focus – today, companies are expected to prioritize social and environmental responsibility alongside financial success. The rise of social media has played a significant role in this shift, with consumers increasingly demanding transparency and accountability from companies. In response, many businesses have developed CSR initiatives, from environmental sustainability programs to community development projects.
Why CSR Matters
So, why does CSR matter? For one, it can improve a company’s reputation and brand image. A study by the Harvard Business Review found that 85% of consumers are more likely to trust a company that is committed to social and environmental causes. Additionally, CSR can attract top talent, as employees are increasingly drawn to companies that share their values. Furthermore, CSR can even improve business performance, as environmentally friendly practices can reduce waste and improve resource efficiency.
The Link Between CSR and Politics
So, how does CSR relate to politics? At its core, CSR is about making a positive impact on society. This can take many forms, from supporting local charities to advocating for policy change. As a result, CSR is closely tied to politics, as companies can use their influence to shape public policy and drive social change. In fact, a report by the Rockefeller Foundation found that 75% of CEOs believe that businesses have a responsibility to address social and environmental issues through policy changes.
Examples of CSR in Action
So, what does CSR in action look like? Let’s take a few examples:
- Patagonia: Known for its environmental activism, Patagonia has taken a strong stance on climate change, advocating for policy change and investing in renewable energy.
- Coca-Cola: The beverage giant has launched a range of CSR initiatives, from reducing water waste to promoting healthy living.
- Microsoft: The tech giant has committed to reducing its carbon footprint, investing in renewable energy and reducing waste.
Combining CSR and Politics
So, how can companies successfully combine CSR and politics? Here are a few key takeaways:
- Start with a clear purpose: Companies must define their values and purpose, and align their CSR efforts with these goals.
- Engage with stakeholders: Businesses must engage with stakeholders, from employees to customers to policymakers, to build support for their CSR initiatives.
- Monitor and evaluate progress: Companies must track their progress and measure the impact of their CSR initiatives, using data to inform future decisions.
- Advocate for policy change: Businesses can use their influence to advocate for policy change, working with governments and civil society to drive social and environmental progress.
Conclusion
In conclusion, corporate social responsibility and politics are inextricably linked. By combining these two approaches, companies can create a positive impact on society while also driving business success. As the world continues to face an array of complex challenges, it is crucial that businesses play an active role in addressing these issues. By prioritizing CSR and politics, companies can help create a better future for all.
FAQs
Q: Why is corporate social responsibility important for businesses?
A: CSR is important for businesses as it can improve reputation, attract top talent, and drive business performance.
Q: How does corporate social responsibility relate to politics?
A: CSR is closely tied to politics, as companies can use their influence to shape public policy and drive social change.
Q: What are some examples of companies that have successfully combined CSR and politics?
A: Companies such as Patagonia, Coca-Cola, and Microsoft have all launched CSR initiatives and used their influence to advocate for policy change.
Q: How can businesses successfully combine CSR and politics?
A: Businesses can start by defining their values and purpose, engaging with stakeholders, monitoring and evaluating progress, and advocating for policy change.
Global Trends and Politics
CFPB Drops Lawsuits against Capital One and Rocket Mortgage Affiliate
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The Consumer Financial Protection Bureau (CFPB) has dismissed at least four enforcement lawsuits undertaken by the previous administration’s director, Rohit Chopra. The agency issued a notice of voluntary dismissal for cases involving Capital One, Berkshire Hathaway-owned Vanderbilt Mortgage & Finance, a unit called Rocket Cos, and a loan servicer named Pennsylvania Higher Education Assistance Agency.
The moves are the latest sign of the abrupt shift at the agency since acting CFPB Director Russell Vought took over this month. The CFPB has also shuttered its Washington headquarters, fired about 200 employees, and told those who remain to stop nearly all work.
The agency’s new leadership has also dismissed other cases, including one against SoLo Funds, a fintech lender, and TransUnion, a credit agency. The CFPB accused these companies of violating consumer financial protection laws, but the new leadership has chosen to drop the cases.
A Capital One spokesman said the bank welcomed the dismissal of its case, which it "strongly disputed." A spokesman for Rocket also lauded the news, saying that the company "has always connected buyers with top-performing agents based only on objective criteria like how well they helped homebuyers achieve their dream of homeownership."
The dismissals have been welcomed by the companies involved, with shares of Capital One and Rocket climbing after the news.
Billions Lost
Current and former CFPB employees have told CNBC that legal cases with upcoming docket dates would likely be dismissed as the agency disavows most of what Chopra has done. Eric Halperin, the CFPB’s former head of enforcement, said in a phone interview that the spate of CFPB dismissals was unprecedented in the bureau’s history.
"Just from the cases that were dismissed today, there’s billions of dollars in consumer harm that the CFPB will never be able to get back for consumers," he said.
Embarrassment
The Thursday filings began appearing at the same time that senators were grilling Jonathan McKernan, President Donald Trump’s pick to lead the CFPB on a permanent basis, during a nomination hearing.
"Mr. McKernan, literally while you’ve been sitting here and you’ve been talking about the importance of following the law, we get the news that the CFPB is dropping lawsuits against companies that are cheating American families, or alleged to be cheating American families," Sen. Elizabeth Warren, D-Mass., said.
"It seems to me the timing of that announcement is designed to embarrass you," Warren said.
Conclusion
The dismissals of these cases raise questions about the priorities of the new leadership at the CFPB. While the companies involved have welcomed the news, consumer advocates are concerned that the agency is abandoning its mission to protect consumers.
FAQs
Q: Why did the CFPB dismiss the lawsuits?
A: The CFPB dismissed the lawsuits as part of a broader shift in priorities under the new leadership.
Q: What does this mean for consumers?
A: The dismissals mean that consumers will not receive relief or compensation for the alleged harm they suffered at the hands of the companies involved.
Q: What does this say about the CFPB’s priorities?
A: The dismissals suggest that the CFPB is prioritizing the interests of companies over those of consumers.
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