during the Super Bowl when rates are so expensive - and a minute.
The Jeep ad was created by Detroit's GlobalHue, which has been Jeep's agency since 2009, while the Ram truck ad was handled by Dallas-based The Richards Group, which has handled the truck account since late 2009.
The Ram truck ad, which included a soundtrack by radio commentator Paul Harvey from a 1978 speech about farmers, was the most talked about Super Bowl ad on Twitter and Facebook in the 45 minutes after it aired, according to Bluefin Labs, which tracks consumer sentiment about TV commercials via social media.
The Jeep ad ranked 14th in the Bluefin poll, but had a higher rate of positive comments, 40 percent to 38 percent. The Eastwood ad last year ranked No. 2 with a 59 percent positive rating.
The two ads this year ranked in the top five in USA Today's Ad Meter results, and in the top 10 among the most searched Super Bowl ads on Yahoo.
Keeping up that kind of performance gets tougher every year, Marchionne told WJR. "I'm really worried now about 2014."