Jeep’s new global campaign reframes adventure as more accessible

United States – Jeep has launched a new global marketing and advertising campaign titled Jeep Things, reinforcing the brand’s revised pricing strategy and emphasis on delivering greater value across its 4×4 line-up. 

The campaign coincides with Jeep’s 85th anniversary in 2026 and highlights new starting prices, expanded standard features, and price reductions across the range.

The campaign debuts with a 60-second film running across Jeep’s social and digital channels, alongside a 30-second broadcast spot that began airing during American football games last weekend. 

The creative positions freedom, adventure, and off-road capability as more accessible, challenging the perception that capability must come at a premium.

“‘Jeep Things’ isn’t only a thrilling reminder of all the amazing ways that Jeep brand drivers can blaze their own path,” said Olivier Francois, global chief marketing officer at Stellantis. 

Francois further added, “It also serves as an opportunity to let our fans and followers know that they shouldn’t be confusing capability and unaffordability, and that adventure and freedom come standard with every Jeep 4×4 vehicle.”

Bob Broderdorf, Jeep chief executive officer, said the updated pricing approach sharpens the brand’s focus on customer priorities. 

“For 2026, across our entire Jeep SUV line up, we have smarter pricing and a sharper focus on the features, content and technologies Jeep customers care about most,” he said. 

Created in partnership with Chicago-based agency Highdive, the campaign uses humour and bold voice-over to underscore Jeep’s positioning that adventure and capability should be available to more drivers. 

It also sets the tone for a year of activity marking the brand’s 85th anniversary, including Wrangler Twelve 4 Twelve and Gladiator special-edition Convoy product drops planned throughout 2026.

“The Jeep portfolio now delivers an average of more than $4,000 in added value for customers, with some models, including the Jeep Grand Wagoneer and Grand Cherokee, offering up to $10,000 in additional value. From the approachable Jeep Compass to the iconic Jeep Wrangler, every nameplate now brings more substance, more technology, and more Jeep authenticity for the money,” Broderdorf explained.