Jeep has launched a new marketing campaign called “This Is Jeep Country”, a push that ties the automaker’s identity to America’s history and cultural values. The effort, developed by creative agency Highdive, marks a shift in how the brand positions itself amid political divisions and a declining sense of national unity.
The campaign’s centerpiece is a hero ad blending archival footage of Jeeps used in wartime with modern outdoor scenes, including a Revolutionary War reenactment and a boxer in training. A voiceover in the spot notes, “Build for Uncle Sam long enough, and you start to share a code.”
This messaging reflects Jeep’s long-standing reputation as America’s most patriotic brand, according to Brand Keys research, even as national pride has hit a 25-year low. The brand’s leadership emphasized its commitment to celebrating freedom, grit, and adventure—both in its own history and in the broader American narrative.
The campaign includes tailored extensions for Hispanic and African-American audiences. The African-American-focused ad tweaks the patriotic theme, with a voiceover stating, “Freedom was never a finished road—it’s one we’re still paving.” The Hispanic-targeted spot, in Spanish, declares, “America is who we are, and you are America.” Both were developed by Stellantis’ internal team and will run on digital and streaming platforms.
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Jeep’s new approach comes as parent company Stellantis executes a five-year strategic plan, including a $70 billion investment. The automaker has also seen recent leadership changes, with Branden Coté named CEO of Jeep in August and Olivier François stepping down as global chief marketing officer last month.
Dyer Fifelski described the campaign as a “tonal shift” for the brand, bolder and more forward-looking, with a stronger patriotic focus. While Jeep has historically leaned into American themes, including a partnership with Marvel around Captain America, this year’s efforts also included lighter content, such as a comedy spot featuring comedian Iliza Shlesinger and a Super Bowl-adjacent commercial.
This campaign features Jeep’s full lineup, including the Wrangler, Gladiator, Grand Cherokee, Cherokee, Compass, Grand Wagoneer, and the new all-electric Recon. It will air during NFL broadcasts, as well as on digital, connected TV, and streaming services like Disney+, Vital+, Max, and Peacock.
Jeep’s strategy reflects broader industry trends, with the brand aiming to balance broad appeal with targeted messaging. While the initial push is U.S.-focused, Jeep sees potential to adapt it globally.
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Culturally Grounded Creative and Multi-Channel Tactics
Jeremy Adams, a creative director at Highdive, recalled a note stating “America was the Jeep brand’s first customer,” describing it as feeling more like a fact than an opinion. He said the line felt powerful and rooted in the brand’s heritage. The agency also aimed to make the creative extremely culturally grounded for Black consumers while preserving the hero-campaign feel. For the Hispanic version, the goal was to celebrate both Hispanic heritage pride and an American identity.
Jeep’s advertising this year has taken a patriotic angle, including a partnership with Marvel centered on Captain America. The brand also tapped World Cup enthusiasm and kept comedy alive with Iliza Shlesinger spots. One spot was promoted as “the best Big Game commercial that’s not in the Big Game.”
Dyer Fifelski said the messaging plan adjusts based on economic conditions and sales performance. The team continuously works on full-funnel strategies to ensure the message reaches consumers at every stage. Keeping top-of-funnel marketing visible with an evolving tone is considered essential. Internal strategizing on these elements stays a priority.
