Jeep is teaming up with Marvel and Highdive for a massive new America250 campaign built around two American icons born in 1941: the Jeep Wrangler and Captain America.
Created to celebrate both America’s upcoming 250th anniversary and Jeep’s 25th consecutive year as “America’s most patriotic brand,” the campaign launches with a special edition Jeep Wrangler America250 featuring patriotic detailing and an exclusive Captain America shield tire cover.
And honestly, it’s the rare brand partnership that actually makes immediate conceptual sense.
Both Jeep and Captain America are essentially built from the same mythological American DNA: World War II origins, resilience, service, freedom, and rugged symbolism. Instead of feeling forced, the collaboration taps into imagery that audiences already subconsciously connect with.
The campaign launches with “Origin Story,” a stylized 50-second film blending comic book visuals, animation, and wartime imagery tracing Jeep’s roots back to the WWII-era Willys vehicles that were air-dropped into combat zones to support American troops. Watch below:
According to Olivier François, Global Chief Marketing Officer for Stellantis, the idea evolved beyond simply placing patriotic graphics on a vehicle. “We wanted to do something more meaningful and distinctly Jeep than simply adding an American flag,” François said.
In one of the campaign’s more interesting twists, François revealed that the marketing concept itself actually inspired the product design rather than the other way around. “In doing so, we flipped the usual model: instead of product inspiring marketing, marketing inspired the product,” he explained.
The campaign also includes a limited-edition Marvel comic book cover featuring Captain America alongside the Wrangler America250 edition, available exclusively with vehicle purchases.
But the larger emotional centerpiece of the campaign appears to be the upcoming second phase titled “The Original Superheroes,” which reframes heroism around real military veterans rather than fictional comic book characters. The campaign will spotlight real service members whose missions have historically depended on Jeep vehicles in combat.
That portion of the work is expected to anchor Jeep’s broader “Summer of Jeep” campaign rolling out later this year.
Both “Origin Story” and “The Original Superheroes” were directed by Anthony Leonardi III and produced in collaboration with Highdive, which continues building a reputation for emotionally driven, large-scale brand storytelling.
The collaboration will eventually extend even further into Marvel territory later this year through broader co-branded marketing tied to the theatrical release of Avengers: Doomsday.
For Highdive, the campaign represents another major culturally scaled assignment executed with blockbuster-level ambition. And really, if there was ever a vehicle naturally built for a Captain America crossover, it was probably always the Jeep Wrangler.
ALSO READ:
Ortega declares “Now It’s a Fiesta” with major brand relaunch
