--- title: "Did Jeep strike the right tone with its Super Bowl ad?" url: "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/" publisher: "Pickup Truck + SUV Talk" content_signal: "search=yes, ai-input=yes, ai-train=no" author: "Jill Ciminillo" published: "2021-02-08T18:13:32+00:00" modified: "2025-07-23T15:16:58+00:00" image: "https://pickuptrucktalk.com/wp-content/uploads/2021/02/Jeep-Super-Bowl-Ad-photo-scaled.jpg" --- # Did Jeep strike the right tone with its Super Bowl ad? By Jill Ciminillo Published: 2021-02-08T18:13:32+00:00 Updated: 2025-07-23T15:16:58+00:00 ![Featured image]() 2020 was a cataclysmic year in so many ways. The CDC has reported more than 450k Coronavirus-related deaths in the U.S. to date. Many of us haven’t seen our families and friends in almost a year due to social lockdowns. And politically we are more divided than we’ve ever been – perhaps since the Civil War. Which is why the Super Bowl ad from Jeep struck a chord with me. But did it strike the same chord for the right and left? And was it the right tone? A 30-second Super Bowl add cost $5.5M in 2021, and the Jeep ad is more than 2 minutes. A lot of automakers, such as Kia, [opted out of advertising this year](), preferring to [donate the money to charity]() instead. But here’s the thing, even though Super Bowl viewership was likely down this year, it probably still captivated more than 20M, and [the YouTube video itself]() now has more than 26M views. So, it’s had a lot of eyeballs. But when I looked at the YouTube video’s thumbs up/thumbs down, I was surprised to see almost half were in the latter category. Was this due to the tone? Or something else? I’m curious. I’d love for our Pickup Truck + SUV Talk readers to take a look at the Jeep Super Bowl ad and share opinions *politely*. \[embedyt\] https://www.youtube.com/watch?v=D2XYH-IEvhI\[/embedyt\] ### **The bottom line on the Jeep Super Bowl ad** Last year’s Super Bowl was probably the last time I felt “normal.” I was in San Francisco watching it on a TV in a hotel lobby because my husband and I were traveling to celebrate the birth of his best-friend’s second son. The pandemic fear had just begun, and no one was allowed to hold this 7-day-old baby. The election rhetoric hadn’t begun. We were still hugging friends and family. And social distancing wasn’t a term on the tip of everyone’s tongue. No one wore a mask in public. We can’t delete 2020, but we can heal. And, frankly, I think we need more messages of unity, peace and coming together in the middle. So, in case you missed it: I think the tone for this Jeep Super Bowl commercial was perfect. And we need more big-name advertisers and brands to do the same. What do you think? Was it the right tone? Why or why not? **Related posts:** > [Rumored Hummer EV Reboot Could Be Announced In Super Bowl LIV Commercial]() > [Covid-19 strikes again! Ford Bronco delays continue]() > [GMC Hummer EV Pickup Unveiling Delayed Due To Coronavirus Pandemic]() ## Structured page information ~~~json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/#article", "isPartOf": { "@id": "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/" }, "author": { "name": "Jill Ciminillo", "@id": "https://pickuptrucktalk.com/#/schema/person/17a307b2bd8654a0efc57d38f2e79df8" }, "headline": "Did Jeep strike the right tone with its Super Bowl ad?", "datePublished": "2021-02-08T18:13:32+00:00", "dateModified": "2025-07-23T15:16:58+00:00", "mainEntityOfPage": { "@id": "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/" }, "wordCount": 435, "commentCount": 0, "publisher": { "@id": "https://pickuptrucktalk.com/#organization" }, "image": { "@id": "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/#primaryimage" }, "thumbnailUrl": "https://pickuptrucktalk.com/wp-content/uploads/2021/02/Jeep-Super-Bowl-Ad-photo-scaled.jpg", "keywords": [ "Jeep ad", "Jeep Super Bowl Ad", "Super Bowl Ad" ], "articleSection": [ "Opinion" ], "inLanguage": "en-US", "potentialAction": [ { "@type": "CommentAction", "name": "Comment", "target": [ "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/#respond" ] } ] }, { "@type": "WebPage", "@id": "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/", "url": "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/", "name": "Did Jeep strike the right tone with its Super Bowl ad?", "isPartOf": { "@id": "https://pickuptrucktalk.com/#website" }, "primaryImageOfPage": { "@id": "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/#primaryimage" }, "image": { "@id": "https://pickuptrucktalk.com/2021/02/did-jeep-strike-the-right-tone-with-its-super-bowl-ad/#primaryimage" }, "thumbnailUrl": "https://pickuptrucktalk.com/wp-content/uploads/2021/02/Jeep-Super-Bowl-Ad-photo-scaled.jpg", "datePublished": "2021-02-08T18:13:32+00:00", "dateModified": "2025-07-23T15:16:58+00:00", "description": "Jeep used its 2021 Super Bowl ad to deliver a message of unity. 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Previously, Jill has been the automotive editor for the Chicago Sun-Times News Group as well as Sinclair Broadcast Group. She is also a past president for the Midwest Automotive Media Association and has the distinction of being the first female president for that organization. Jill is also currently a juror for the North American Car, Utility and Truck of the Year (NACTOY) and Women's World Car of the Year (WWCOTY).", "sameAs": [ "https://www.instagram.com/jillciminillo/", "https://www.linkedin.com/in/jillciminillo/", "https://x.com/https://twitter.com/jillciminillo", "https://www.youtube.com/jillciminillo" ], "url": "https://pickuptrucktalk.com/author/jillc/" } ] } ] ~~~