Jeep is redefining luxury and capability with the launch of its all-new Wagoneer S, the brand’s first global battery-electric vehicle (BEV). To mark this milestone, Jeep has debuted its new marketing campaign from Highdive, “Beautiful Things Can Still Get Dirty,” which showcases the stunning design and rugged performance of the Wagoneer S, a luxury off-road-capable electric SUV that embraces both beauty and adventure.
The campaign kicked off with a 30-second spot airing during Netflix’s Christmas Day football games. Featuring the song Get Dirty in My Jeep by the Jonathan Pierce Band, the spot opens with beauty shots and quick cuts of the Wagoneer S, emphasizing the beauty of the vehicle’s design—sleek lines, a reimagined illuminated grille, and bold 20-inch wheels.
But we soon discover the true heart of the story unfolds as the Wagoneer S plunges into rugged terrain, splashing through muddy trails and tackling challenges that only a Jeep can conquer. The message is clear: this is a luxury SUV that doesn’t just belong in the great outdoors—it thrives there.
A longer 50-second version of the film will be available on YouTube and Jeep’s social media platforms, with the campaign expanding to digital and television channels throughout the holiday season.
“As we launch the Jeep Wagoneer S, we want consumers to know that they no longer have to choose between beauty and capability when considering an electric vehicle,” said Raj Register, Chief Marketing Officer, Stellantis North America. “‘Beautiful Things Can Still Get Dirty’ is a bold statement that captures the Jeep ethos: an unparalleled style that thrives in the elements.”
Bob Broderdorf, Senior Vice President of Jeep Brand North America, emphasized the Wagoneer S’s unique ability to transcend luxury stereotypes. “The Jeep Wagoneer S is designed to look amazing, but it’s built to perform in any condition. Whether it’s on the road or off, covered in dirt or cruising the city streets, this SUV proves there’s nothing like a Jeep.”
The Highdive ad reinforces Jeep’s ethos, celebrating vehicles designed not just for the driveway but for adventure. From scaling rocky hills to winding through forested paths, the Wagoneer S demonstrates that its stunning exterior and advanced technology are not just for show—they’re meant to be used. With every splash of mud, the SUV transforms, embodying the brand’s belief that Jeep vehicles look even better when they’re dirty.
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