While horizontal video is still the norm, vertical ads are starting to see more exposure on the mobile devices. Now, Jeep has managed to bring the format to TV, and it worked quite effectively.

The company’s “Portraits” ad, which ran during Super Bowl 50, managed to win over viewers with its simple yet moving message featuring a number of faces, famous and otherwise, alongside era-specific photos of its Jeep vehicles. This TV ad was actually built from the ground up using a vertical format, which is perfect for viewing on YouTube with a portrait devices like smartphones and tablets.

Its format not only proved to be effective on mobile devices, but also regular television, as the aspect ratio seemed quite fitting considering the format of the ad.

For a $10 million ad that only used a portion of the screen, “Portraits” ended up being quite effective, mainly due to its use of imagery. Faces like the late B.B. King, Jeff Goldblum (tied in with his Jurassic Park) and even the T-800 from The Terminator effectively added to the idea of portraits.

On top of that, the advertisement doesn’t focus on the vehicle itself, but rather the message that played at the end: “We don’t make Jeep. You do.” Quite a change of pace from the usual car ad, as it provides a very different, and sentimental, approach.

Part of the reason Jeep’s advertising worked so well could be related to how people are used to viewing photos on mobile devices. Whether or not this ad will make vertical video more popular will depend on how much further it can be developed without limiting how it plays out on television.