Jeep this month launched “This Is Jeep Country,” a campaign that celebrates the Stellantis SUV brand’s all-American heritage and builds on a year’s worth of efforts that have been tied to the 250th anniversary of the nation’s founding. The effort was created by Highdive, which sought a fresh way of talking about its longtime brand partner.
“There was a line on a piece of paper that just said, ‘America was the Jeep brand's first customer,’ and it was one of those things where it feels more like a truth and a fact than an opinion. It was rooted in something that felt powerful,” said Jeremy Adams, a creative director at Highdive.
A hero spot connects the brand’s 85-year history to that of the United States and begins with black-and-white footage of Jeeps being shipped off to war. What follows is a combination of new and archival footage, along with user-generated content, that brings Jeep’s narrative to life through a Revolutionary War reenactment, a boxer in training and plenty of rough-and-tumble outdoor footage.
A voice-over in the ad notes, “Build for Uncle Sam long enough, and you start to share a code.” That connection to the country is key to Jeep — which has consistently been ranked America’s most patriotic brand in Brand Keys’ research — even as American pride hits a 25-year low with President Trump overseeing a politically divided nation.
“Our ties to Americana, freedom and adventure are really at the heart of our brand, and something that was really important for us to communicate,” said Lindsay Dyer Fifelski, the head of Jeep’s U.S. advertising since May. “Celebrating the freedom, grit and spirit that's defined not only our brand but our country for this long is what we're trying to do. We always try to see the positive side in it, though of course, we’re not totally blind to the [political] conversation.”
The campaign includes extensions aimed at Hispanic and African-American consumers that speak to that conversation. A pair of 30-second ads tweaks the patriotic focus in the scripts: A voice-over in the African-American-targeted spot says “freedom was never a finished road — it's one we're still paving,” while the Hispanic-targeted spot notes in Spanish that “America is who we are, and you are America.” The extensions were led by the Stellantis team and will run across digital and online channels.
“We really wanted the creative to feel extremely culturally grounded and really resonate with Black consumers, while still feeling very much like the [hero] campaign,” Dyer Fifelski said. “For the Hispanic creative, we wanted to celebrate the pride of both Hispanic heritage and having an American identity.”
New leadership, new tone
The campaign comes as parent Stellantis works to execute a five-year strategic plan announced in May that will see the company invest about $70 billion. Anthony Filosa was appointed Stellantis CEO last summer, and Branden Coté began work as the CEO of Jeep on Aug. 3. In addition, longtime executive Olivier François stepped down as global chief marketing officer at Stellantis last month.
“We do have some new leadership, and this campaign represents a bit of a tonal shift for the brand,” Dyer Fifelski said. “It's a little bit more bold and forward, with a patriotic focus, and indicative of what's to come for the future.”
While Jeep’s advertising this year has often had a patriotic bend, including through a partnership with Marvel around Captain America, the brand has also tapped into interest around the World Cup and utilized comedy, both in its continuing efforts starring comedian Iliza Shlesinger and a spot that it billed as “the best Big Game commercial that’s not in the Big Game.”
“This Is Jeep Country” features the brand’s entire vehicle portfolio, including the Wrangler, Gladiator, Grand Cherokee, Cherokee, Compass, Grand Wagoneer and the new, all-electric Jeep Recon. The effort will run across NFL media in addition to digital, connected TV and streaming on Disney+, Paramount+, Max and Peacock.
“Depending on the economy and how sales are doing, using the full funnel to get that message across is something that we are always continuously working on and strategizing on internally,” Dyer Fifelski said. “Keeping top of the funnel marketing in front of consumers with this evolving tone is something that's always going to be important for us.”
Stellantis in Q2 2026 notched its fourth consecutive quarter of year-over-year growth in North America with a 6% sales increase in the U.S., outperforming the U.S. industry trend, which was down 0.3%, per an earnings release. And while the first expression of “This Is Jeep Country” is focused on the U.S., Jeep believes it is adaptable to other markets.
“The campaign is meant to be global in nature because the key message is Jeep Country isn’t a specific place,” Dyer Fifelski said. “Jeep Country lives where our owners live. It's an attitude. It's a mindset. It's a way of life.”
