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Gary Barbera Thinks the Jeep Groundhog Day Starring Bill Murray Was the Best Ad During the Big Game

Via: ReleaseWire

Updated 9:14 AM CST, Mon, February 10,2020

YouTube, USA Today Ad Meter, Adweek, People, The New York Times, Rolling Stone, Variety, Time, Business Insider, Ad Age, and Campaign all rank the Jeep Groundhog Day Bill Murray ad as the best ad played during the Big Game.

Philadelphia, PA -- (ReleaseWire) -- 02/10/2020 -- 2020 Jeep Gladiator Big Game TV commercial outperformed all other advertisers in social activity, taking the number one spot.

Automakers' Ads Click with Super Bowl Viewers
Jeep, GMC and Hyundai were among the top 10 of all Super Bowl advertisers in terms of digital share of voice as tracked by iSpot across Facebook, YouTube, Twitter and the major search engines.

As reported on wardsauto.com.

The automotive industry outperformed other advertisers during the Super Bowl, accounting for 27.4% of social activity in response to commercials shown during Sunday's game, iSpot.tv says.
The industry spent nearly $81 million on 15 airings from eight brands: Jeep, GMC, Hyundai, Porsche, Audi, Genesis, Toyota and Kia.

Jeep, GMC and Hyundai were among the top 10 of all Super Bowl advertisers in terms of digital share of voice as tracked by iSpot across Facebook, YouTube, Twitter and the major search engines.

Notably, at least one celebrity was featured in nearly every auto ad that aired during the game; the only spot without a celebrity cameo was from Porsche, which opted for an elaborate car chase scene for its first Big Game spot since 1997. Genesis was the lone first-time Super Bowl advertiser of the group.

The top five auto ads from Super Bowl LIV, ranked by digital share of voice (data is through Monday morning, Feb. 3):

1. 2020 Jeep Gladiator Super Bowl 2020 TV Commercial, 'Groundhog Day' Featuring Bill Murray, Song by Sonny and Cher

TV ad impressions: 85,170,707

Digital SOV: 13.9%
Online views: 16,578,548
Social actions: 74,258

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The Philadelphia Inquirer reports
The strange story of a Bill Murray Super Bowl ad and a Pennsylvania groundhog that has her own merch. By Anna Orso

Less than a year ago, a Lancaster County man took a baby groundhog he found in his driveway to a local wildlife refuge, where she was found to have a debilitating dental condition, leaving her incapable of surviving in the wild. But things have turned around for the 10-month-old, 12-pound 'hog named Poppy. She's now perhaps the second most famous groundhog in America.

On Sunday, millions of Super Bowl viewers saw Poppy, cared for by volunteers at the Raven Ridge Wildlife Center in Lancaster County, featured alongside Bill Murray in a Jeep commercial revisiting the 1993 movie Groundhog Day, of course. Poppy was filmed sitting shotgun, riding in a bicycle basket, and accompanying Murray to dinner.

And Poppy has inspired more than good ad reviews: In an odd coincidence, there's also now Poppy the Groundhog merchandise — unrelated to the Super Bowl stardom — and donations coming in to Raven Ridge, in Washington Boro, to support the volunteer organization and the mammals, birds, and reptiles in its care. It's a true "rags to riches" story, Poppy's handler, Betsy Shank, said.

Shank said Poppy was brought to the refuge when she was about 4 weeks old — so young she still had her eyes closed. Over several months of care, she struggled to get used to drinking and eating. Veterinarians found she has a dental condition called groundhog malocclusion, meaning her front teeth were misaligned and continued to grow without wearing down.
Raven Ridge had three options for Poppy: euthanize her, put her under anesthesia and have her teeth cut down on a weekly basis, or remove her front teeth and leave her with just her 18 molars. Last fall, they opted for the last.

READ MORE: As Punxsutawney Phil predicts spring is near, winter is nowhere in sight, real forecasters say.

Then in December, Shank got her first glimpse of Poppy's potential for fame. A few weeks after Shank's husband went into Ville & Rue by Domaci, a Lancaster boutique, and recommended it sell pillows with groundhogs on them — something his wife would like for the holidays, no doubt — Poppy was in Bucks County being photographed by Eric & Christopher LLC, textile designers based in Perkasie.

They started manufacturing tote bags and pillows for a rollout on Groundhog Day, which falls on Feb. 2, coincidentally this year the same day as the Super Bowl.

While the merchandise was in production in mid-January, Shank got a call from an animal agent based in New York who was in need of a groundhog. Fast. Murray had, at the eleventh hour, agreed with Fiat Chrysler to do a Jeep commercial for the Super Bowl.

Murray notoriously doesn't do commercials, doesn't employ reps, and gives people a 1-800 number to leave a message if they want to get in touch with him. Fiat Chrysler chief marketing officer Olivier Francois told CNBC the company tried the phone number and penned a letter to Murray in October, but had given up on running a Super Bowl ad — until hearing back from him just two weeks before the big game.

READ MORE: Super Bowl LIV ads have some Philly-area connections.

They just needed to procure a groundhog. Shank knew of the perfect one.

With more than a week to go until the Super Bowl, Shank said she and Poppy drove to Woodstock, Ill. (where the original Groundhog Day was shot), for the commercial filming. While there, they were accompanied by the animal agent and a third-party official to certify humane animal treatment during filming.

Shank said Murray was a natural with the rodent, which was wearing a harness and tethered through most of the shoot, which took place over three days.

Then, on Super Bowl Sunday, Jeep released its Groundhog Day ad on its social media channels at 6 a.m., the time Murray awoke each day in the 1993 comedy classic. The same day as the commercial's rollout, Poppy merchandise, created by a couple of Pennsylvania small businesses, was unveiled, and a portion of the proceeds will go to Raven Ridge, which is in the process of undertaking construction to get, among other renovations, a hot water system, a new roof, and internet access. "I truly believe," Shank said, "this animal was put on this planet for this purpose."

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About Gary Barbera's on the Boulevard and his BarberaCares Programs
Gary Barbera's on the Boulevard proudly celebrates their 30th anniversary since swinging open the doors showcasing Dodge, Ram, Chrysler, Jeep and CPOV vehicles collaborating with it's own Philadelphia's Credit Connection- On-Site Instant Auto Credit. Over 1000 Vehicles including 300 Jeeps Cheap at one location. Barbera's on the Boulevard is recognized by FCA as Philadelphia's #1 volume dealer in both new and pre-owned vehicles for decades. Getting their start as a Dodge dealer has propelled them to be the #1 Dodge Dealer in 6 states, PA, NJ, DE, MD, VA, and WV since the start while receiving Chrysler's highest accolade J D Power certification.

The Barbera Culture, rooted in the belief that Business Comes Where it is Invited and Stays where it is Well Treated. The Barbera organization hires hospitality and trains talent instilling within every single employee the philosophy of guest hospitality, consistent service, and gratefulness for the client's most precious gift of their valuable time. Their proudest moments are when they are welcoming back families who have purchased 9-10 cars and who send their friends and family. The biggest compliment is the wonderful thoughtful gift of a referral of family and friends.

The Barbera family credits their parents with instilling the Barbera Culture of Hospitality, Family Values and Work Ethic. Their mother Rita Barbera, known to all as "Lovely Rita" was kind, socially conscious, and valued family and hardwork. Their father, Eugene Barbera planted the automotive seed through his business, Palm Auto, a carwash, gas station, auto repair and body shop center located in Fishtown before it bloomed into the sprawling area it is today. The Barbera Family would work for their father as children inspired by their father's work ethic and client satisfaction standards. Their dad said, "Hard work never hurt anyone but Aggravation sure will kill you."

Honored to be recognized with the prestigious Family Owned Business award for dual accolades; Gary Barbera's on the Boulevard for positively impacting their communities economically and BarberaCares for Community Service Excellence. On the heels of this crowning achievement Gary Barbera's on the Boulevard is recognized alongside industry icons 6ABC, QVC, and Comcast NBCUniversal for Corporate Philanthropy as the region's most charitable givers.

BarberaCares principles of Support, Enhance, and Inspire lead the way in community service including broadcasting their Don't Text and Drive Campaign- Keep the Boulevard Safe message to everyone, especially the young. Proud to be the inaugural partner of Governor Edward G. Rendell's Adopt-A-Highway state wide clean up initiative from the ground up, 1000's of Turkey and Winter Coat hand deliveries to underserved sections of the city such as Strawberry Mansion, massively leading the way in Solar Recycling Cans around the city. Support of Philadelphia's finest including P.A.L, honoring Veterans for their service and sacrifice. Of course 1000's of individuals, children, families, youth groups, churches and synagogues have been added to the list of those being assisted by BarberaCares over the 3 decades.

Their Philly famous mascot – the Barbera Bear can be seen lending a paw and entertaining during parades and community clean-ups. Gary Barbera's on the Boulevard is also known for where the Stars buy their Cars! It all began with Jim McMahon and Doug Pederson as a young Quarterback in the 90's with many, many stars in between and after. Now it's Coach Doug Pederson and he's been driving Barbera for decades! Now it's your turn. I would be remiss if I didn't ask you.... Is Barbera the Best... Boy I Guess!

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Media Relations Contact
Brandon Rost
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