The Jeep brand and Marvel are expanding their partnership with the launch of “The Original Superheroes,” a new Summer of Jeep campaign that honors military veterans while celebrating the shared 85-year legacy of Jeep and Captain America.
Created by Highdive and directed by Anthony Leonardi III, the campaign serves as the next chapter in a larger collaboration between the iconic automaker and Marvel Studios, leading up to the release of Avengers: Doomsday later this year.
At the center of the campaign is the 2026 Jeep Wrangler America250 Edition, which arrives outfitted with patriotic design elements and an exclusive Captain America shield spare tire cover. The vehicle is featured in a cinematic hero film that opens with the Wrangler being air-dropped from a military cargo plane in a visual tribute to the original Willys MB vehicles used during World War II.
Rather than focusing on comic book heroes, the campaign shines a spotlight on real-life heroes. Seven military veterans who served as captains across the Army, Navy, and Air Force appear behind the wheel of Jeep’s most recognizable nameplates, including Wrangler, Grand Cherokee, Cherokee, Gladiator, Compass, and Grand Wagoneer.
The campaign positions those veterans as the true inspiration behind the heroism often celebrated in popular culture. Watch below:
“Since 1941, the Jeep brand — like Captain America — has been shaped by service to something bigger than itself,” said Olivier François, Global Chief Marketing Officer for Stellantis. “The Original Superheroes honors our shared 85-year legacy in the most genuine way possible, celebrating Captain America’s symbolism while recognizing the real people who inspire it.”
“Each Jeep is so unique that I treated them as individual characters in the story,” Leonardi noted. “The real challenge was finding actual terrain that could test them – they made even serious off-road conditions look effortless. We did a lot of scouting to find the right runs that would feel exciting and formidable on screen for each vehicle. And working with the real-life captains was such a pleasure – and so easy – because they didn’t need to become their characters. They already are them.”
Leonardi and his team filmed over three days on California’s El Mirage dry lakebed. “Nature was out in full force,” Leonardi added. “We were hit with a barrage of dust devils ranging from small to the size of our entire base camp. Never a dull moment on the shoot!”
The effort follows the May launch of the Jeep Wrangler America250 Edition and the animated “Origin Story” campaign, which blended comic-book-inspired visuals with Jeep’s military heritage. Buyers of the special-edition Wrangler will also receive an exclusive Marvel comic book featuring custom artwork showcasing Captain America alongside the America250 vehicle.
The campaign arrives as Jeep marks 25 consecutive years as America’s Most Patriotic Brand and continues a broader America250 celebration taking place across Stellantis brands ahead of the nation’s 250th birthday.
Long-form digital content and television spots will roll out throughout the summer across Jeep and Marvel channels, with an expanded co-branded campaign supporting Marvel Studios’ Avengers: Doomsday expected later this year.
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