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Jeep® Brand Unveils a New Marketing Campaign: 'Jeep Things'

As the legendary Jeep® brand marks its 85th anniversary, it has set the stage for a bold new chapter in 2026 with the launch of its advertising campaign titled "Jeep Things." This new initiative not only highlights the excitement and freedom associated with Jeep vehicles but also reinforces the brand’s commitment to value, featuring a strategic price repositioning that aims to enhance customer satisfaction across its line-up.

Unpacking the 'Jeep Things' Campaign

The crux of the "Jeep Things" campaign revolves around a compelling message about value. With the recent adjustment in pricing across its 4x4 range, the brand emphasizes making adventure and off-roading more accessible to a broader audience. According to Bob Broderdorf, CEO of Jeep, their portfolio now offers an enticing range of additional value, averaging over $4,000 for customers, with standout models like the Jeep Grand Wagoneer and Grand Cherokee reaching as much as $10,000 in added value.

The campaign features a captivating 60-second digital spot as well as a 30-second broadcast version, which debuted during popular football games. It presents a light-hearted yet impactful narrative showcasing the adventurous spirit synonymous with owning a Jeep vehicle. The voice-over playfully enumerates the unique lifestyle and experiences that come with driving a Jeep, ultimately positioning the brand as relevant, fun, and attainable for anyone looking to embrace freedom and adventure.

Voices of Freedom

The voice-over in the advertisement encapsulates a series of humorous and relatable narratives about the Jeep lifestyle, ranging from "sacrificing facial hair to nature" to "an American saving another American's tail." The script celebrates the joys of off-roading adventures while highlighting the brand's ethos of making those adventures an affordable reality. This refreshing take dismantles any myths surrounding the affordability and functionality of Jeep vehicles, making it clear that "making adventure affordable is a Jeep thing."

Global CMO of Stellantis, Olivier Francois, stated, "The 'Jeep Things' campaign serves as a thrilling reminder to our audience that the astonishing capabilities of Jeep vehicles do not come with prohibitive prices." This nudge towards a more accessible Jeep experience speaks to a growing demand for vehicles that not only deliver on adventure but are also financially feasible for customers.

A Commitment to Adventure

As Jeep approaches this significant milestone, the brand eagerly anticipates a year filled with commemorative product releases. The exciting lineup includes the Wranglers' Twelve 4 Twelve and the Gladiator special-edition Convoy. These limited editions are bound to attract enthusiasts who have long cherished the adventurous spirit of Jeep vehicles.

Jeep’s ethos has traditionally centered around adventure, authenticity, and rugged capability. By intertwining these principles into this new marketing campaign, Jeep is sending a clear message: that these legendary vehicles will continue to deliver unmatched performance and reliability, backed by advanced technological features aimed at enhancing user experience.

Celebrate with Jeep

Traveling through diverse terrains isn't just a pastime; it is a lifestyle celebrated by millions worldwide. The Jeep® brand has long been a symbol of adventure, attracting a community of enthusiastic owners who thrive on exploration, whether that’s scaling rocky landscapes or cruising down city streets. The engaging nature of the "Jeep Things" campaign accentuates that these experiences should be shared by everyone.

In receptivity to a new era, Jeep continues its mission to elevate the SUV landscape while staying true to its foundational values. Emphasizing a smarter pricing strategy indicates a noticeable shift in the automotive market, aligning with the needs and desires of modern adventure-seekers.

Through the combination of creative marketing, innovative pricing, and an unwavering commitment to quality, the Jeep® brand eagerly anticipates the thrill of a new year, ensuring that more individuals can join in on the unique adventure that is unequivocally a Jeep thing.

For further insights and updates, follow Jeep on their social media platforms or visit their official website.