Jeep brand is kicking off summer blockbuster season in high gear, launching a new co-branded campaign with Paramount Pictures to promote Mission: Impossible – The Final Reckoning, starring Tom Cruise as the ever-relentless Ethan Hunt. And Chicago’s own Highdive agency is behind the wheel.
The collaboration marks Jeep’s first-ever partnership with the Mission: Impossible franchise. The new film, releasing May 23, features both the Jeep Wrangler 4xe and Jeep Gladiator—vehicles as synonymous with rugged reliability as Cruise’s Ethan Hunt is with daring stunts. According to S&P Global Mobility, the Wrangler 4xe remains America’s best-selling plug-in hybrid.
Paramount’s EVP of Worldwide Brand Partnerships, Michelle Hagen, emphasized the synergy: “Our mission, and we chose to accept it, was to align with Jeep on something bold and exciting—something that captures the action, energy, and fun of both brands.”
The 30-second campaign spot, Top-Down Inspection, stars the 2025 Jeep Wrangler and pays playful homage to the iconic wire-drop scene from the original Mission: Impossible film. As a couple inspects a Wrangler Rubicon X in a dealership showroom, they’re suddenly suspended midair on wires—mirroring Cruise’s legendary entrance—while high-octane clips from the new film punctuate the spot.
“This campaign is a natural fit for two iconic brands that represent the peak of adventure,” said Lucy McLellan, head of global marketing for Jeep. “Just like Mission: Impossible, the Jeep Wrangler is all about pushing limits and experiencing thrills.”
Directed by Vince Peone of ArtClass and created in collaboration with Highdive, the spot is part of a 360-degree campaign running across TV, digital, social, and major sports platforms like the NBA Playoffs, PGA Tour, and MLB.
Highdive’s involvement further cements the Chicago-based agency as a go-to for cinematic, pop-culture-driven advertising. Fresh off being named Ad Age’s Small Agency of the Year and their Campaign win with Jeep’s Groundhog Day Super Bowl ad, Highdive continues to deliver blockbuster-level storytelling—this time with Tom Cruise in the mix.
Mission: Impossible- The Final Reckoning will be exclusively in theaters this weekend.
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