June 13, 2021

Jeep, Bill Murray win USA TODAY’s Ad Meter with hilarious ‘Groundhog Day’ commercial

Part of the mystique of Bill Murray is the fact that he is nearly impossible to contact.

In Hollywood circles where everyone has a publicist, an agent, a business manager or some other kind of representative or assistant, Murray flies solo.

“He doesn’t have a phone, doesn’t have an agent, doesn’t have an email,” Fiat Chrysler Automobiles chief marketing officer Olivier Francois told USA TODAY Sports. “He allegedly has an 800 number. You leave a message and maybe he’ll call you back.”

This was the challenge that Francois faced when his team first came up with the idea for its 60-second Super Bowl commercial, a brilliant reprise of “Groundhog Day” that finished first in USA TODAY’s Ad Meter, which ranks Super Bowl ads by consumer rating.

The spot barely beat out Hyundai’s “Smaht Pahk” commercial in which John Krasinski, Chris Evans, Rachel Dratch, and David “Big Papi” Ortiz marvel over the car’s ability to park itself. Rounding out the Top 5 in voting were Google’s “Loretta,” Doritos’ “The Cool Ranch” and Rocket Mortgage’s “Comfortable,” a spot in which Jason Momoa can be his true self only when he gets home.

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