It’s Easter, however it’s additionally Groundhog Day. The similarity between the sameness of life day after day in a shut-in America amid the pandemic, and the plot of the hit 1993 film through which Invoice Murray’s character relives the identical day advert infinitum, is apparent to anyone who’s sentient now and ever has seen the movie.
And whether or not this connection is destiny, mere serendipity and even windfall, Fiat Chrysler Automotive and Murray have turned the coincidence into advertising and marketing fodder for Jeep that ought to discover an viewers of house-bound People prepared for a bit of sunshine comedian aid. The corporate simply launched a collection of recent video advertisements on social media, and the Groundhog Day motif carries Jeep within the first of a handful of like-themed spots that the model can be releasing over the subsequent few weeks.
During the last month, Murray has been carrying on an everyday dialogue with Olivier Francois, FCA’s chief advertising and marketing officer. Their relationship largely stemmed from cooperating on the hit Groundhog Day-themed Jeep advert that ran on TV over the past Tremendous Bowl, on February 2, the precise Groundhog Day. Murray is famously reclusive at instances, however even he couldn’t resist the chances for working with Francois to reprise that promoting within the service of Jeep’s #StayOfftheRoad theme to attempt to buttress People’ fortitude throughout the pandemic.
“Not solely did Invoice settle for the concept of doing it, however we had probably the most creatively stimulating of instances doing it,” Francois instructed me. “All people is caught at dwelling and we now have extra time … He stated we must always completely do it.”
People started early within the coronavirus shutdown evaluating life with the plot of Groundhog Day. ”We discovered it on Twitter and Instagram,” Francois stated. “And we owned [the meme]. It was very ironic and unhappy on the identical time to assume that we personal it by way of one of the crucial well-liked Tremendous Bowl commercials, an iconic commercial that performed solely two months in the past. Everybody remembers it; [the pandemic] is right here; and never utilizing it might be such a disgrace.
“The large query was, ‘Is comedic aid one thing we need to do on this second?’ It’s a high quality line, however I believed the reply was, ‘Sure.’ You have to be tasteful, and it must be significant. And on this case, it’s significant — it’s not a joke. And the concept of considering that at this time is like Groundhog Day didn’t come from us.”
Murray “could properly have stated no” to working with FCA when requested to reprise the Groundhog Day platform amid Covid-19, Francois conceded. “He might have stated, ‘Now what does [Francois] need from me?’ However [Murray] stated, ‘I really like the concept. We simply have to do it completely.”
To that finish, it turned out that Murray needed to be deeply concerned in some inventive facets of Jeep’s social-media foray together with his function in Groundhog Day. (Sony Photos was completely satisfied to lend its cooperation, and a few professional bono work, for Francois and Murray to fiddle with its hit mental property, the CMO famous.)
For instance, the one glimpse of Murray in Jeep’s first video launch is a clip of his character, Phil Connors, awakening from slumber and realizing it’s the identical day as yesterday — once more. That few seconds is one thing Francois, Murray and FCA’s companies picked up from the cutting-room flooring that didn’t seem within the Tremendous Bowl advert.
Likewise, in a future Jeep video, Murray’s character is seen bounding out of the bed-and-breakfast through which he’s staying for Groundhog Day, however then he abruptly turns round to return contained in the place and presumably observe a stay-at-home order. The inventive crew dubbed within the character saying, “Security first,” although they really clipped that line of dialogue from elsewhere within the advert.
It was Murray’s concept for one of many upcoming social-media spots, Francois stated, to make use of a clip from the Tremendous Bowl advert of a pet groundhog sticking its face out the passenger seat of a Jeep Wrangler, as a canine would. “He referred to as me and stated, ‘You recognize, probably the most charming scene within the [Super Bowl] business was that one. We must always discover a manner to make use of it.’”
And Murray even gave FCA’s inventive workforce some recommendation on pacing for the already-released spot. The advert ends with the road, “When that is throughout … the paths can be ready.”
“We had the road positioned type of randomly within the advert,” Francois stated. “And [Murray] stated, ‘It doesn’t set off any emotion that manner.’ As a substitute, he needed us to return in with the top of the road — ‘the paths can be ready’ — solely simply because the Wrangler within the advert will get to the highest of this stony hill. It made him very emotional.”