Jeep Gladiator Triumphs Over ‘Crusher’ in Super Bowl LIII TV Spot
New Gladiator Rubicon is reborn in moody Super Bowl ad that provides another peek at the hotly-anticipated Jeep.
Icons are immortal. They never truly die. Even when they no longer physically exist, they live on in memory and legend. That’s true especially true for the Jeep Gladiator, for instance. It didn’t die. It was just resting for the past 30 years. As shown in Jeep’s new Super Bowl LIII commercial titled “Crusher,” nothing can stop the Gladiator — not even a car crusher.
The Super Bowl spot opens at a scrap yard. The jaws of a rusty car compactor that’s reduced thousands of vehicles to rectangular slabs of bent metal, busted glass, and mashed rubber fully open to devour their next victim. A heavy duty forklift wheels over to the soulless executioner carrying a vintage silver Gladiator on its tines. The Jeep definitely has a patina to it, but it looks as if there might be a running vehicle under all of that flat paint and dull chrome.
The compactor doesn’t care. As soon as the Gladiator is in position, the crusher immediately starts its slow, deadly squeeze. The camera captures every cringe-inducing bit of destruction from multiple angles. The top of the cab is the first part to buckle. Broken glass explodes out of the driver’s side window. One of the front tires sags with the weight of the force attempting to change it from round to flat.
Just when it seems the crusher is about deliver the coup de grâce to the Gladiator, one of its headlamps lights up. It starts to fight back, causing sparks to fly from the machine holding it in its deadly grip. The Gladiator continues rising as the compactor goes more and more haywire. A flash of fender flare makes it clear what will emerge from this brutal struggle.
The defeated crusher opens its once lethal mandibles to reveal a shiny new Gladiator Rubicon in all its reborn glory. The spot closes on one of its headlights and makes a simple announcement: “Gladiator is back.” We have an announcement to make, too: “We’re ready for it.”