Jeep wants its 85 years to feel more like a shared story than a date to put on the calendar. With this idea was born “This Is Jeep Country”, a national campaign that seeks to connect the brand’s trajectory with drivers who have turned their vehicles into companions of travel, adventures and everyday experiences.
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The proposal was presented in Auburn Hills, Michigan, and takes as a starting point the relationship that Jeep has built with the United States since 1941. The campaign will run across different platforms and will also have content specifically aimed at the Hispanic and African American audience.
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Rather than focusing on a particular model, Jeep decided to put its entire family of vehicles within the same story. The intention is to show that the brand can represent both the all-terrain spirit that made it famous as well as the evolution it has experienced over time.
The first Jeeps appeared in 1941, linked to military and utility needs at a time when resilience and the ability to move on complicated terrain were fundamental. Over time, that philosophy became one of the most recognizable identities within the American market.
Branden Coté, CEO of the Jeep brand, highlighted precisely that connection with those looking to move and explore without being limited by the path ahead.
The campaign uses that legacy as a starting point, but does not intend to look backwards. Jeep wants “This Is Jeep Country” to also serve to present a broader vision of what it means to be a part of the brand.
Jeep will take its vehicles to deserts, forests, mountains and coasts to build an image directly related to adventure and freedom of movement.
The idea is simple, but it fits with the DNA of the brand. Jeeps appear as vehicles capable of taking their owners beyond conventional roads and to places where the experience ends up being as important as the destination.
The Wranglerins the strongest bond with the all-terrain, while the Gladiator adds the practicality of a pickup.
The Grand Cherokee, Cherokee, Compass and Grand Wagoneer show another facet of the brand, with vehicles that bring Jeep identity to different segments and needs.
The new Jeep Recon is also part of the campaign and has a special role within this story.Their presence demonstrates that Jeep does not intend to use its 85 years solely to remember its origins.
The Recon represents precisely the intention to bring that identity towards a new generation of products. Thus, “This Is Jeep Country” serves as a bridge between the vehicles that built the brand’s reputation and the models that will seek to keep it in place in the coming years.
Jeep decided that its customers would play a leading role. The campaign will incorporate brief moments taken from real experience of owners, from large tours and fans meetings to much simpler situations of the day to day.
This component seeks to reinforce concepts such as freedom, authenticity and camaraderie. For Jeep, “Jeep Country” is not only made up of the vehicles that appear in the ads, but also of the people who drive them.
