Fiat Chrysler is reviving its 'Groundhog Day' Super Bowl ad featuring actor Bill Murray as part of a series of social media videos for its brands and the coronavirus pandemic.
The light-hearted spots for the Jeep brand feature the acclaimed actor waking up to the same day over and over like he did in the 1993 film — something many have felt like they've been doing during the pandemic. But instead of Murray participating in, the videos encourage people to stay inside with the hashtag #StayOffTheRoad, a play on the brand's off-road reputation.
Videos for the automaker's brands started being released earlier this week and will continue over the coming weeks, according to the company. One of the first videos called "Letter of Hope" was voiced by Francis Ford Coppola, a renowned, Detroit-born movie director, for the Fiat brand. Each video features a different social media hashtag.Francois said the idea for the videos came to him when he was in Italy as COVID-19 quickly began spreading across the country in early-March.
A video for its Ram Truck brand is more emotional. It features images and videos of people helping one another and families spending time at home as others who need to work do so. Its social media hashtag is #WorkForHome.
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