A classic Jurassic Park scene with Jeff Goldblum in the driver’s seat takes a clever turn into modern day in a new Super Bowl ad for Jeep that hypes Jurassic World: Fallen Kingdom. Goldblum, of course, was the comic relief as Ian Malcolm in director Steven Spielberg’s dinosaur blockbuster Jurassic Park in 1993, and reprised the role for the film’s first sequel The Lost World: Jurassic Park in 1997. And while Goldblum’s lovable character was conspicuously absent for the 2001 hit Jurassic Park III, Malcolm will be making a triumphant return to the franchise in the Jurassic World sequel Jurassic World: Fallen Kingdom on June 22.
Super Bowl Sunday, naturally, provides studios a massive television and online viewing audience to promote their upcoming summer movie season releases, either with new teaser trailers, or in the case of Jurassic World: The Fallen Kingdom, a new trailer and a hybrid ad that melds characters and action footage with their product. Jeep took advantage of the golden opportunity with a minute-long spot during the Super Bowl, which ended up being a clever mixture of Goldblum – and the Jurassic Park franchise – old and new.
The spot begins with a look at Goldblum 25 years ago in the memorable scene from Jurassic Park where he attempts to outrun a Tyrannosaurus rex. As he looks into his side mirror, where objects are always closer than they appear, the action shifts to 2018, where Goldblum is driving a newer model Jeep Wrangler. The T-Rex is in hot pursuit, and while the creature get awfully close, the actor out maneuvers it. Before too long, Goldblum realizes that he’s been daydreaming behind the wheel of a stationary vehicle at a dealership, where a saleswoman asks him, “Would you like to take it for a test drive?” and the always witty actor responds, “I just did.”
The tagline for the Jeep Wrangler/Jurassic World: Fallen Kingdom spot is “Evolution in its purest form,” and thanks to the masterfully-plotted out commercial, it feels like it. The transition from the footage from the original film to the jungle environs where T-Rex/Goldblum unfolds appears completely natural, and the result is a win-win for both Jeep and the new Jurassic World film.
While Jurassic World: Fallen Kingdom is technically a star vehicle for Chris Pratt and Bryce Dallas Howard, it was wonderful to see Goldblum take the wheel for this very inventive spot. His enduring charm – which he demonstrated once again last fall as Grandmaster in the global blockbuster Thor: Ragnarok – shows why he was the perfect actor to highlight in the commercial, and a wise choice to bring back to the Jurassic World sequel, no matter how large Malcolm’s involvement in the plot will be.
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