Automakers have always had a big presence during the Super Bowl, but this year most of the usual suspects are taking the bench, apparently leaving just Ram and Jeep to represent the lot.

Historically, big cultural moments like this become an opportunity for car brands (especially those in the luxury category) to stuff the airwaves with high-minded soliloquies packed with familiar platitudes like “a car that disrupts the status quo.”

Which is why Super Bowl LII (shout out to the Eagles for their first win) seemed like the perfect venue for Jeep to tweak the nose of those brands. And so, with a spot we called “Anti-Manifesto,” Greg Farley, Wade Devers, Marc Sobier, Spring Clinton and I found a way to do just that. In a simple, uniquely Jeep kind of way. With more of a commentary than a script. More proof than prattle. Directed by Jeff Zwart @ RadicalMedia.

Folks seemed to appreciate the poke. CBS news, for example, voted it among the Bowl's best with this nice little blurb: "...there's something to be said for commercial verite – devoid of artifice and hucksterism. So, a straightforward shot of a Jeep Wrangler plowing through rugged terrain is all we need."

I, for one, am looking forward to seeing what Jeep and Ram bring to the party this Sunday. Hopefully it’s in a way that makes the spectating car category proud.