Jeep’s Super Bowl LIII ad featuring the all-new 2020 Gladiator is meant to communicate the fact that this is one seriously tough truck. In order to get their point across, they had their new pickup uncrush itself – using CGI, of course.
While we wish we could tell you that no Jeep pickups was hurt in the making of this video, but apparently that wasn’t the case, as an inoperable 1963 model was used for the initial crushing scene.
According to the automaker, their all-new truck has the “look of adventure and the guts of a gladiator”, and seeing it defeat a crusher might not be pragmatic, but it relays the message that it can handle anything you throw at it.
While pricing has yet to be announced, Gladiator customers will be able to choose between Sport, Sport S, Overland and Rubicon models. A 3.6-liter V6 petrol engine will be available at launch, while a 3.0-liter EcoDiesel V6 available exclusively with an eight-speed automatic gearbox will join the range in 2020.
The 2019 Super Bowl, where this ad will air, is set to take place on Sunday, February 3rd at the Mercedes-Benz Stadium in Atlanta, Georgia. Taking the field will be the Los Angeles Rams and the New England Patriots. The Pats have made the Super Bowl for a third consecutive year, and have won the most prestigious game in football twice in the past five years (2015, 2017).