Jeep celebrates America’s spirit in new campaign

The campaign focuses on freedom, capability, resilience and exploration, drawing a parallel between the country’s history and the development of the Jeep brand since its beginnings in 1941.

Jeep has launched This Is Jeep Country, a national marketing campaign that connects the brand’s 85-year history with its relationship with American drivers, communities and outdoor adventures.

Created with Chicago-based agency Highdive, the campaign runs across television, streaming, digital, social, experiential and out-of-home channels. It features the Jeep brand’s vehicle portfolio and stories from its owner community.

Jeep campaign connects brand heritage with American values

Branden Coté, CEO, Jeep brand: "From its beginnings in 1941 supporting a nation forged by resilience and determination, the Jeep brand has spent 85 years building vehicles for those who refuse to stand still, back down or be confined by the horizon. Built for a country that never settled for the easy path, every Jeep vehicle embraces challenge, overcomes obstacles and keeps its owners moving forward."

The campaign positions America as the Jeep brand’s first customer and frames Jeep Country as a community shaped by generations of owners. It highlights the role of Jeep drivers in creating traditions around trails, gatherings and everyday adventures.

This Is Jeep Country features Jeep owners and UGC

Real user-generated content from Jeep owners is incorporated into the campaign. The footage captures experiences ranging from off-road trails and owner gatherings to day-to-day activities.

The campaign also includes Hispanic and African American extensions across digital and online channels, broadening the campaign’s audience focus.

Jeep campaign spans TV, digital, social and OOH

This Is Jeep Country covers the Wrangler, Gladiator, Grand Cherokee, Cherokee, Compass, Grand Wagoneer and the Jeep Recon. Media activity includes NFL and football programming, alongside Tier II, digital, CTV and streaming placements on Disney+, Paramount+, Max and Peacock.

The campaign launched on September 9 and forms part of Jeep’s wider brand marketing activity. Highdive developed the campaign in partnership with the Jeep brand.

www.jeep.com

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