![jeep 4x4 super bowl commercial jeep 4x4 super bowl commercial](https://ep1.pinkbike.org/p4pb18242100/p4pb18242100.jpg)
Using this orientation (photographers call it "portrait") was a bold choice, because the ad uses just one-third of the screen-which seems stupid when you're paying about $166,666 a second. They are tightly cropped and bordered with black bars, and were quite narrow when seen on the big-screen televisions most people gathered around on Sunday. But what makes it so interesting is the vertical orientation of the photos.
![jeep 4x4 super bowl commercial jeep 4x4 super bowl commercial](https://www.cnet.com/a/img/0XW8m2QundxeVhmpdBRwpwRAM94=/470x264/2017/12/12/4b770daa-e3cc-4fd9-a13e-b2be7bd871a6/1946-jeep-willys-universal.jpg)
It works, for the most part, and you don't have to be a Jeep owner to feel nostalgic (though it certainly helps). The Clio-winning ad, created by Iris Worldwide, tries to evoke the spirit of the brand instead of showing you the brand.
![jeep 4x4 super bowl commercial jeep 4x4 super bowl commercial](https://www.adweek.com/wp-content/uploads/2018/02/jeep-road-02-2018.jpg)
It ends with the slogan, "We don't make Jeep. The ad celebrates Jeep's blue-collar roots and how it's done everything from haul troops from battle to haul groceries from Whole Foods. And those every man should dare." The line is meant to evoke the horrors of war and the joy of adventure, two points underscored when the narrator says the trusty trucks have gone from "the beaches of Normandy to the far reaches of the Earth." To be fair, few vehicles are so iconic as the Jeep-the Volkswagen Beetle comes to mind, as does the Ford Mustang-or have the same pop cultural relevance, a point made with the silly line "I've outlived robots and danced with dinosaurs," references to Jeep's appearances in Terminator and Jurassic Park. More than 60 photos of people-from celebrities like Marilyn Monroe and BB King to World War II soldiers and ordinary Americans-and Jeeps through the ages flash by as a narrator intones solemnly, "I've seen things no man should bear.