Jeep has rolled out a new global marketing and advertising campaign titled Jeep Things, aligning with the brand’s revised pricing strategy and renewed focus on delivering greater value across its 4×4 vehicle range.
Launched in the year Jeep marks its 85th anniversary, the campaign spotlights lower starting prices, enhanced standard features and price adjustments across several models, reinforcing the brand’s push to make off-road capability and adventure more attainable.
The campaign is led by a 60-second film released across Jeep’s social and digital platforms, supported by a 30-second television commercial that began airing during American football broadcasts last weekend.
Through a bold, humorous tone and strong voice-over, Jeep Things positions freedom, adventure and off-road performance as experiences that no longer need to come at a premium, challenging long-held perceptions around affordability and capability.
The campaign also reflects Jeep’s broader shift toward customer-centric pricing, with a sharper emphasis on features, technology and content that align with evolving buyer expectations across its SUV line-up.
Developed in collaboration with Chicago-based agency Highdive, the initiative sets the stage for a year-long series of activities celebrating Jeep’s 85th anniversary. Planned initiatives include special-edition product releases such as Wrangler Twelve 4 Twelve and Gladiator Convoy, scheduled throughout 2026.
Jeep says the updated portfolio delivers significantly higher value on average across models, with select vehicles offering substantial gains through added features, technology and pricing adjustments—aimed at strengthening the brand’s appeal from entry-level offerings like the Compass to flagship models such as the Wrangler and Grand Wagoneer.
