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Why Jeep and Bill Murray are Asking Owners to Stay Off the Trails

Jeep is bringing back its wildly popular Super Bowl ad. This time it has a new message aimed at fighting COVID-19.

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Jeep is bringing back its wildly popular Super Bowl Groundhog Day ad with Bill Murray. This time the ad carries a new message, asking owners to Stay Off the Road during the COVID-19 situation. Jeep is known for encouraging drivers to pursue their own paths and enjoy the great outdoors, but during the Coronavirus crisis Jeep is asking drivers to stay home.The original ad highlighted the all-new 2020 Jeep Gladiator.

Jeep is also launching a new “Same Day” video on its social media channels using Bill Murray to drive the message home. The video states “We understand that every day is starting to seem the same. Stay home. Stay healthy. When this is all over, the trails will be waiting.”

New Social Media Messages for Each Brand

FCA is launching new hashtags for each of its brands during this unusual time. For Jeep it is #StayOffTheRoad. It is an unheard of request. Jeep which represents the ultimate in off-road and adventure asking owners, fans, friends and followers to stay off the road. Jeep is hoping to rally the community and appeal to the American spirit. It is also running similar campaigns in Italy, which has also been hit hard by COVID-19. Fiat’s hashtag will be #WeAreItaly.

“We want to send messages of hope, solidarity and optimism to everyone who is doing their part to combat the spread of the virus, for the people staying at home and to those working on the frontlines,” said Olivier Francois, Chief Marketing Officer, FCA. “Our goal as an automotive company is to encourage all Americans whose current conditions allow them to stay off the road to now do so, so that we can get back on it that much sooner.”

Francois added, “Most of the work you'll see in the coming days and weeks is rich with emotion, comfort and resilience. I do think, however, that we should not forget about the importance of a good smile or a good laugh, too, as it joins people together and offers a feeling of normalcy or relief in such unprecedented times. So, you are going to see some additional content coming from us that reflects that spirit, as well.”

Jeep will be sending its #StayOffTheRoad message across Facebook, Instagram and Twitter, including “With a little patience, the views will get better, You're never too old to build a fort and The great outdoors isn’t going anywhere, in addition United We Stand.” Additional posts that honor the country’s military and speak to freedom and family will be released throughout the month of April.

Ram Truck Will Target Hard Work

Ram Truck will be sending the message #WorkFORHome. It will have a similar social media campaign, highlighting that who we work for is as important as what we work for, and while we may have different roles, we all have the same goal. The campaign’s social content will focus on honoring all the courageous workers essential in keeping our country safe and healthy, including first responders, health care workers, farmers, and utility and delivery workers.

Dodge Honoring First Responders

The Dodge brand’s #TheMuscleBehindUs honors and celebrates those who serve as first responders and others on the frontline of the COVID-19 crisis. Dodge will also recognize the "everyday heroes”. Dodge will spotlight these heroes behind the wheel by sharing their stories across social media channels and through longer-form content on

Chrysler Helping Families

Chrysler brand's #PacificaCampOut, with videos that also feature actress Kathryn Hahn, gives families ideas on how to use their Chrysler Pacifica to keep both parents and kids entertained without leaving the confines of their driveway.
Several of the brands will also post content using the phrase #StayAtHome, offering suggestions on how to get through the Shelter in Place period and illustrating why it is important to win the battle against the highly contagious virus.

Alfa Romeo, the Italian performance and racing brand, will provide content under #MorePowerfulInPark, which acknowledges that the most important race at this time is the human race.

FCA Expands Efforts to Support Coronavirus Relief

Fiat Chrysler is also producing 1 million face masks per month for donation to first responders and health care workers. The automaker is also providing 1 million meals to school children across North America, during this health crisis. FCA is also helping in the fight by offering technical, logistical and manufacturing support for other efforts like face mask production.

Follow Mary Conway at @maryconwaymedia and send her car news tips for future stories.

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