The NFL’s (National Football League) Super Bowl Sunday is the most important single-day event in the advertising industry. At the first Super Bowl in 1967, a 30-second Super Bowl commercial cost about $40,000. In 2016, a 30-second Super Bowl commercial costs $5 million plus.
This year, in celebration of their 75th year and the 50th Super Bowl, Jeep aired one of the more imaginative commercials – an evocative 60-second spot called Portraits: a striking montage of photographs of famous celebrities and ordinary soldiers who have a connection to the Fiat Chrysler brand and helped shape its history.
The ad, by iris New York, used over 60 curated images and among them was Israeli Photographer, Asher Svidensky’s, photo of young Israeli soldier, Moria Bross, her beautiful eyes peering out from a freckled face covered in camouflage grease paint .
“I shot this photo of Moria when she was about 20, during basic training in Israel. It was during an up-a-mountain overnight journey, and definitely one of my favorite portraits from three years service as a military photographer,” says Svidensky now 25. I used a Canon EOS 5D Mark 1, the oldest one from the series and my first pro camera that I got especially for my military service.”
The ad agency linked the Jeep Super Bowl commercial to iconic moments in history and film including celebrities, Jeff Goldblum – who rode in a Jeep in Jurassic Park; Marilyn Monroe, connected to Jeep via a honeymoon trip she took to Korea with Joe DiMaggio in the wake of the Korean War and rode in a Jeep; Steve McQueen, the star of the iconic ’60s movie Bullitt who was crazy about motorcycles and off-road vehicles, including one called the “Universal Jeep.” The Terminator, the epic film of man vs. machine, depicts, actress Linda Hamilton as Sarah Conner, driving off into the sunset in her Jeep Renegade CJ-5.
“It’s a global community formed in 1941 that has made the Jeep brand what it is today – from the brave soldiers of World War II, to boundary breaking mavericks of the past and the trailblazers of the present – every person has an incredible story to tell about how the Jeep has enabled them to see, feel and do,” Fiat Crysler Automobiles said in a statement describing the spot.
This year Super Bowl 50, in which the Denver Broncos won over the Carolina Panthers 24 to 10, was broadcast live to more than 200 countries in over 30 different languages.
TOP PHOTO: Israeli soldier, Moria Bross by Asher Svidensky.