The Jeep brand is kicking off 2026 with a new marketing and advertising campaign titled Jeep Things, reinforcing the automaker’s recent price repositioning and its push to deliver more value across its lineup.
Unveiled by Stellantis on January 22, the campaign, developed by Highdive, launches with a 60-second spot running across Jeep’s social and digital channels, alongside a 30-second broadcast version that began airing during NFL games last weekend. The work underscores Jeep’s message that freedom, adventure, and off-road capability should be accessible, not exclusive.
The campaign arrives as the brand celebrates its 85th anniversary, a milestone year that will include Wrangler Twelve 4 Twelve and Gladiator special-edition Convoy product drops throughout 2026.
The campaign leans into Jeep’s cultural shorthand, framing everyday moments and extreme scenarios alike as uniquely “Jeep things.” From off-road mishaps and weather extremes to spontaneous adventures and family chaos, the spot emphasizes that Jeep drivers don’t chase comfort or perfection. They chase experiences. Watch below:
According to Olivier François, global chief marketing officer at Stellantis, the campaign is designed to reframe how consumers think about capability and cost. Rather than positioning off-road performance as a luxury, Jeep Things reinforces that adventure and freedom come standard with every Jeep 4×4 vehicle.
Jeep CEO Bob Broderdorf said the campaign reflects broader changes across the brand’s SUV portfolio for 2026. Jeep has introduced smarter pricing, expanded standard features, and reduced costs across its lineup, delivering an average of more than $4,000 in added value per vehicle. Select models, including the Grand Wagoneer and Grand Cherokee, now offer up to $10,000 in additional value, while entry-level nameplates like the Compass also benefit from increased content and technology.
The voice-over script plays with the automaker’s cultural mythology, listing moments that range from the absurd to the heroic. It ultimately lands on the campaign’s core message: making adventure affordable is the most Jeep thing of all.
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