Jeep® Brand's 'Groundhog Day' Named Best American Ad of the 21st Century

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The Jeep® brand's 2020 Super Bowl commercial "Groundhog Day", featuring Bill Murray, has been crowned the Best American Ad of the 21st Century in Campaign US's inaugural Campaign Cup 2025 competition. The iconic commercial, which recreated the 1993 film with Murray reprising his role as Phil Connors, won through a bracket-style voting system featuring 32 ads. Shot in Woodstock, Illinois, the ad showcased the Jeep Gladiator as Connors' getaway vehicle with the groundhog. The commercial's timing was particularly significant as Super Bowl LIV coincided with Groundhog Day for only the second time in 54 years. The advertisement achieved notable success, winning USA Today's AdMeter competition, receiving an Emmy nomination, and becoming the most-viewed Super Bowl commercial across social media that year.

AUBURN HILLS, Mich., May 19, 2025 /PRNewswire/ --

• Jeep® brand's iconic "Groundhog Day" 2020 Super Bowl commercial, starring Bill Murray, lives to see another day
• Campaign US randomly paired 32 ads against each other in bracket-style voting, with Jeep brand's "Groundhog Day" coming out on top
• The Primetime Emmy-nominated commercial put a twist on original "Groundhog Day" film by featuring the automotive industry's only open-air truck, the Jeep Gladiator, as Phil Connors' "getaway vehicle" with the groundhog
• The Big Game and Groundhog Day fell on the same day for only the second time in the Super Bowl's 54-year history
• The commercial won USA Today's annual AdMeter competition, nominated for a Primetime Emmy for Outstanding Commercial, and was the most viewed Super Bowl commercial across social media channels that year

The Jeep® brand's iconic 2020 Super Bowl commercial "Groundhog Day," starring Bill Murray, captured the title of Best American Ad of the 21st Century, as decided by voters in the Campaign US inaugural Campaign Cup 2025 competition.

From March through mid-May, voters were asked by Campaign US to select their favorite ads from 16 different matchups to determine the winner. The championship round pitted the peripatetic Murray and "Groundhog Day" against the legendary Betty White and the Snickers Super Bowl commercial, "You're Not You When You're Hungry."

"If I had to live one production over and over again, I would have to choose 'Groundhog Day.' It was rooted in magic from the very beginning," said Olivier Francois, global chief marketing officer, Stellantis. "From serendipitously meeting Bill Murray five years before learning that Groundhog Day fell on Super Bowl Sunday for the first time in 54 years, to the hunt to find him and getting him to say 'yes' and bringing with him fellow castmates Bob Doyle and Stephen Tobolowsky, it still feels like a dream. We're delighted by the recognition from Campaign US and our fans who voted, and we'd like nothing better than to share in the excitement with our star Bill Murray, but we can't seem to locate him to tell him the good news! But we're sure he'd be thrilled."

Francois, whose body of work, including "Groundhog Day" and "Imported from Detroit," led to his induction into the venerated Advertising Hall of Fame last year, has spoken in interviews about his pursuit of the elusive Murray, infamous for the inability to reach him. Nearly five years after first meeting Murray at a dinner of a mutual friend, and less than two weeks before the airing of the Feb. 2 Super Bowl telecast, Francois and Murray filmed the commercial that has become a classic.

The 60-second "Groundhog Day" television commercial, which aired during Super Bowl LIV on Groundhog Day, Sunday, February 2, 2020, featured Murray reprising his famous role as Phil Connors from the original 1993 film. The commercial put a twist on the original "Groundhog Day" film by featuring the Jeep Gladiator as Phil Connors' getaway vehicle with the groundhog. The commercial was filmed in Woodstock, Illinois, the same location as the 1993 film.

Super Bowl LIV and Groundhog Day fell on the same day for only the second time in the Super Bowl's 54-year history.

The commercial was an instant hit, winning USA Today's annual AdMeter competition (beating out 61 other ads). It was also nominated for an Emmy Award for Outstanding Commercial and was the most viewed Super Bowl commercial across social media channels that year.

On the commercial's last day of production, Murray said on the set, "This is my first commercial. I'm glad I did it with you (Jeep)." Murray then added, "And I'm glad that this is my last commercial, as well."

The Jeep brand "Groundhog Day" campaign was created in partnership with the award-winning creative agency Highdive.

The Campaign Cup brackets include 32 ads.

Jeep Brand
For more than 80 years, Jeep has been the global leader in SUVs, delivering legendary off-road capability, advanced technology and exceptional versatility for those who seek adventure. With a commitment to innovation, the Jeep brand offers a diverse lineup of vehicles powered by internal combustion engines, hybrid technology and all-electric drivetrains. The brand's dedication to customer satisfaction is reflected in Jeep Wave, a premium owner loyalty and customer care program that provides exclusive benefits and 24/7 support. Built on a heritage of freedom, adventure, authenticity and passion, Jeep continues to set the standard for rugged yet refined vehicles designed to conquer it all.

Follow Jeep and company news and video on:
Company blog: http://blog.stellantisnorthamerica.com
Media website: http://media.stellantisnorthamerica.com
Jeep brand: www.jeep.com
Facebook: www.facebook.com/jeep 
Instagram: www.instagram.com/jeep 
Twitter: www.twitter.com/jeep
LinkedIn: www.linkedin.com/company/jeep
YouTube: www.youtube.com/thejeepchannel or https://www.youtube.com/StellantisNA

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SOURCE Stellantis

FAQ

What made Jeep's Groundhog Day commercial win Best American Ad of the 21st Century?

The commercial won through Campaign US's bracket-style voting competition, beating 31 other ads including the Snickers Super Bowl commercial with Betty White in the final round. The ad's unique timing, Bill Murray's first-ever commercial appearance, and its creative reimagining of the classic film contributed to its success.

What awards and recognition did STLA's Groundhog Day commercial receive?

The commercial won USA Today's annual AdMeter competition (beating 61 other ads), received a Primetime Emmy nomination for Outstanding Commercial, and was the most viewed Super Bowl commercial across social media channels in 2020.

Who starred in the Jeep Groundhog Day Super Bowl commercial?

Bill Murray starred in the commercial, reprising his role as Phil Connors from the original 1993 film. Fellow original cast members Bob Doyle and Stephen Tobolowsky also appeared in the ad.

Where was the Jeep Groundhog Day Super Bowl commercial filmed?

The commercial was filmed in Woodstock, Illinois, the same location as the original 1993 Groundhog Day film.