Chicago-based Highdive is helping Jeep celebrate 85 years of freedom, grit and adventure with a new national campaign declaring one simple idea: “This Is Jeep Country.”
Created by Jeep in partnership with Highdive, the fully integrated campaign launched Sept. 9 across television, streaming, digital, social, experiential and out-of-home channels. It traces the brand’s roots back to what Jeep calls its first customer: America itself.
The campaign positions Jeep not simply as an automotive brand, but as a reflection of the people and places that have shaped it over more than eight decades.
“From its beginnings in 1941 supporting a nation forged by resilience and determination, the Jeep brand has spent 85 years building vehicles for those who refuse to stand still, back down or be confined by the horizon,” said Jeep brand CEO Branden Coté.
Visually, “This Is Jeep Country” moves across the landscapes most closely associated with the brand — deserts, forests, mountains and coastlines – while featuring vehicles from across the Jeep portfolio, including Wrangler, Gladiator, Grand Cherokee, Cherokee, Compass, Grand Wagoneer and the all-new Jeep Recon. Watch below:
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At the center of the work is the connection between Jeep and its owner community. The campaign incorporates moments drawn from real Jeep owner experiences, using user-generated content to highlight the rituals, gatherings and everyday adventures that have helped turn the brand into something closer to a lifestyle than simply a vehicle choice.
That sense of community has long been central to Jeep marketing, and the new campaign pushes it even further by framing “Jeep Country” as anywhere drivers choose freedom, capability and exploration over the expected route.
The campaign also draws a parallel between America’s 250-year story and Jeep’s own 85-year evolution, connecting the brand’s military origins to the generations of owners who have taken its vehicles onto trails, highways and open terrain ever since.
“This Is Jeep Country” will receive major media support during NFL and college football programming, along with placements across Disney+, Paramount+, Max, Peacock, connected TV and other digital channels. Hispanic and African American extensions are also part of the campaign.
For Highdive, the work continues a substantial creative relationship with Jeep. The agency has previously created work for the brand including “Groundhog Day” with Bill Murray and more recent campaigns across the Jeep portfolio. Highdive currently lists multiple Jeep projects among its featured work.
The agency, headquartered at Chicago’s Merchandise Mart, has built a reputation for culturally driven, high-profile brand work across clients including Jeep, Lay’s, State Farm, NHL and others.
With “This Is Jeep Country,” Highdive and Jeep are leaning into the brand’s oldest asset: not technology, trim levels or horsepower, but identity.
Because after 85 years, Jeep isn’t just selling where the vehicle can go.
It’s selling the idea that wherever you take it, that place becomes Jeep Country.
