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Jeep's New Advertisement: 'This Is Jeep Country'

On September 9, 2026, Jeep® launched a significant advertising campaign named "This Is Jeep Country" to commemorate its deep-rooted history and its bond with American consumers.

The campaign points back to Jeep's inception and its first customers: the American people. With over 85 years of dedication in producing SUVs that embody freedom and resilience, Jeep has become synonymous with adventure, prompting a strong community of enthusiastic drivers.

Through a multimedia approach that encompasses television, digital platforms, social media, and interactive experiences, the campaign is designed to showcase how Jeep embodies the adventurous spirit of America. The vehicles featured, including the Wrangler, Gladiator, Grand Cherokee, and the newly introduced Jeep Recon, traverse various iconic American landscapes, from sun-baked deserts to lush forests, showcasing the capabilities of Jeep vehicles in diverse environments.

Branden Coté, CEO of the Jeep brand, stated, “This campaign celebrates the shared values connecting both Jeep and America over the past 85 years—freedom, resilience, and the urge to explore what lies ahead.” He emphasized that Jeep vehicles are built for individuals who refuse to compromise or stay stagnant. The SUV strives to mirror the character of its owners, driven by a quest for adventure.

At the essence of the campaign lies a compelling narrative that aligns the evolution of the Jeep brand with the very foundations of America. Just as the nation itself is rooted in a spirit of exploration and resilience, Jeep has crafted its identity alongside countless enthused owners who consider the open road an avenue of freedom.

This campaign goes beyond merely showcasing vehicles; it honors the vibrant community that has developed around the Jeep brand. This includes real experiences shared by Jeep owners, emphasizing the camaraderie which has woven itself into the fabric of Jeep country—a term that now signifies not just a brand, but a lifestyle lived by its drivers.

In commemoration of its 85th anniversary, Jeep has shaped this campaign to appeal to a broad audience, which includes digital extensions targeted at Hispanic and African American communities. The media spend is extensive, with placements in NFL-related broadcasts and digital streaming platforms such as Disney+, Paramount+, and Peacock to maximize reach.

As the campaign unfolds, it aims not only to celebrate the past but also to entice a new generation of consumers who seek adventure and authenticity. Whether navigating rugged trails or cruising through weekend getaways, Jeep underscores its unwavering commitment to those who value exploration and the journey that lies ahead.

For more than eight decades, Jeep has steadily nurtured a reputation as a global leader in the SUV industry, designed for those who aspire for more than just a smooth ride. With innovations in automotive technology and sustainability, the brand remains dedicated to pushing the envelope while staying true to its adventurous roots.