Jeep may be sitting out the Super Bowl broadcast this year, but the brand is still making waves during Big Game week. Instead of a game-day media buy, Jeep has dropped an online-only film timed to land amid the Super Bowl advertising blitz, introducing the all-new 2026 Jeep Cherokee hybrid with the help of an unlikely star: Big Mouth Billy Bass.
Titled “Billy Goes to the River,” the film was created by Highdive and directed by Jim Jenkins of O Positive. Jenkins previously collaborated with Jeep on the brand’s Emmy-nominated “Groundhog Day” Super Bowl spot in 2020. This time, the story blends puppetry, AI, CGI, and live action to send the wall-mounted singing fish on its first real outdoor adventure.
The film follows a father and son driving the new Cherokee hybrid after Billy Bass politely requests to be taken “to the river.” What begins as a wholesome family outing quickly spirals into chaos, complete with bears, a bald eagle, and the kind of absurd escalation Jeep has become known for in its comedic storytelling. Watch below:
The idea stems directly from the brand’s long-standing relationship with adventure, according to Chad Broude, co-CCO of Highdive. “What better story to tell than a famous American character that has been begging to go to the water for 30 years and how Jeep Cherokee is the one to finally get it there…with some surprises along the way,” he says.
From a production standpoint, the spot leans heavily into visual effects. Post-production was handled by Parliament, using what the team describes as an “AI-forward methodology” alongside practical effects, CGI, and real footage. All animals appearing in the film were digitally created, with no live wildlife used during the shoot.
The experience on set was memorable for the creative team as well. Chad adds, “I don’t think I’ve ever laughed this hard on set in my entire career. We’ve had a lot success partnering with O Positive and Jim Jenkins. The last two spots we made with him were Emmy-nominated. Add great partners like Olivier Francois and Randy Ortiz [from Stellantis], it reminds you why you love the job.
What’s more, Jim’s role extended well beyond directing. “Jim was integral to this project. Whenever we work with him, he’s so much more than a director. He’s a writer, creative director, he’s in the edit with you. In every way he’s an extension of the team. When it comes to comedy, there is no one better in the business.”
While Jeep isn’t airing a commercial during the Super Bowl itself, the brand was intentional about still making a cultural impact. “While we’re not airing a commercial in the Big Game telecast this year, we still wanted to show up with something to say,” said Olivier Francois, global chief marketing officer at Stellantis. “If there were a prize for the best Big Game commercial that’s not in the Big Game, this is the ad we’d submit.”
Francois added that the humor and absurdity of the spot are designed to spotlight the Cherokee hybrid’s substance, including its 140 driver-assistance features, without losing Jeep’s playful tone. Jeep CEO Bob Broderdorf echoed that sentiment, framing the film as a natural extension of the brand’s adventurous DNA as it enters its hybrid era.
To keep the joke going beyond the screen, Jeep is also releasing a limited-edition, Jeep-branded Big Mouth Billy Bass through its social channels, giving fans a chance to bring the iconic fish home for themselves.
CREDITS:
BRAND: JEEP
- Brand (Parent Company): Stellantis
- Chief Marketing Officer: Olivier François
AGENCY: Highdive
- Chief Executive Officer: Megan Lally
- Chief Creative Officer: Chad Broude
- Chief Creative Officer: Mark Gross
- Executive Creative Director: Nathan Monteith
- Art Director: Sydney Cohen
- Copywriter: Jordan Fishel
- Creative: Jorge Pomareda
- Creative: Casey Stern
- Head of Production: Jen Passaniti
- Executive Producer: Lindsay Vetter
- Producer: Nicole Schofield
- Strategy Director: Jamie Kohler
- Group Account Director: Kaley Lambeth
- Account Director: Melody To
- Business Affairs Director: Kelley Beaman
- Business Affairs Manager: Nancy Espinal
PRODUCTION COMPANY: O Positiv
- Director: Jim Jenkins
- Director of Photography: Trent Opalach
- Executive Producer: Ralph Laucella
- Executive Producer: Marc Grill
- Head of Production: Devon Clark
- Line Producer: Megan Miller
- Production Service: Someplace Nice
- Executive Producer: Estelle Weir
- Producer: Kyle Hollett
POST/ VFX: 1986 Studios
- Editor: Carlos Lowenstein
- Edit Assistant: Lilly Beck
- Animation: Jon Gallo
- Managing Director: Larissa Berringer
- Producer: Mike Ware
POST/ VFX (Color): Royal Muster
- 2D Animation: Mikey Pehanich
- 2D Animation: Abby Dougherty
- 2D Animation: Thatcher Peterson
- 2D Animation: Dan Butler
POST/ VFX: Parliament
- VFX Supervisor: Nathan Kane
- Creative Director: Miles Essmiller
- Creative Director: Tom Graham
- Creative: Dan Fine
- Creative: John McIntosh
- Creative: Juan Zavala
- Creative: Matthew Steidl
- Creative: Myong Choi
- Creative: Sean Myers
- Creative: Yuichiro Yamashita
- Executive Producer: Kat Maidment
- VFX Producer: Emma Hertz
- Coordinator: Rachel Greco
MUSIC/SOUND: Little Beast
- Executive Creative Director: Matt Drenik
- Executive Producer: Johanna Cranitch
- Music Producer: Christina Tortorelli Carlo
MUSIC/SOUND: Another Country
Sound Designer: Peter Erazmus
Sound Engineer: Brett Rossiter
Sound Producer: Josh Hunnicutt
Executive Producer: Louise Rider
Managing Director: Tim Konn
Licensing: Creative License
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