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Fiat Chrysler Automobiles (FCA) said its Jeep brand will air one 60-second ad in Super Bowl 54.
But, unlike many of its peers, Jeep is bucking the years-long trend of early releases by not revealing any details prior to the game, including when the spot will air.
“Viewers will have to watch closely to see the commercial,” the brand said in a statement.
Entertainment Weekly reported Jeep may recreate a scene from the 1993’s Groundhog Day with Bill Murray, but a Jeep spokesperson said the brand “won’t comment on any speculation.”