Fiat Chrysler CMO Reveals How He Got Bill Murray to Agree to a Commercial for the Second Time

The Covid-era Groundhog Day reprise is among the spots Olivier Francois is "really proud of"

bill murray as phil connors
Thanks to a bit of delicate finagling, Bill Murray "appeared" in Jeep's Covid spots last month—and history repeated itself. Fiat Chrysler Automobiles

Jeep made a bit of pop culture history earlier this year when it managed to cast a 2020 Gladiator Rubicon in a Super Bowl spot that resurrected Groundhog Day, the 1993 cult favorite in which TV weatherman Phil Connors (Bill Murray) finds himself living the same day over and over.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.