Jeep is kicking off 2026 with a bold message: adventure shouldn’t be priced out of reach. The brand’s new “Jeep Things” marketing and advertising campaign leans into its recent price repositioning, highlighting lower starting prices across the 4×4 lineup, more standard features and thousands of dollars in added value. Launching with a cinematic 60-second spot on digital and social channels and a 30-second cutdown running in football game broadcasts, the campaign positions Jeep as the place where freedom, capability and affordability finally meet—an approach that fits neatly into the high-stakes world of Big time advertising, where value and emotion increasingly share the screen.
In the “Jeep Things” spot, the voice-over riffs on all the messy, memorable moments that come with real-world adventure: losing facial hair to the elements, donating blood to mosquitos, sprinting away from an 800-pound bear, confusing a moose for an elk, sweating and freezing your tail off, and the unspoken camaraderie of one American helping another out of a jam. These are all framed as quintessential “Jeep things.” The script then draws a sharp line between that spirit and the stereotype that serious off-road capability must be expensive: “Making a Jeep vehicle for only people with cash like him? Not a Jeep thing. Or confusing capability with unaffordability? No, not a Jeep thing. Making adventure affordable? Now that’s a Jeep thing.” It’s a clear signal that price is now part of Jeep’s brand promise.
Olivier Francois, global chief marketing officer at Stellantis, describes “Jeep Things” as both a celebration of what makes Jeep drivers unique and a correction to the idea that go-anywhere SUVs are out of financial reach. Jeep CEO Bob Broderdorf backs that up with numbers: for 2026, the Jeep SUV lineup delivers an average of more than $4,000 in added value per vehicle, with flagship models like Grand Wagoneer and Grand Cherokee offering up to $10,000 in additional value. From the accessible Compass to the iconic Wrangler, every nameplate is being retooled with more technology, more substance and more “Jeep authenticity” for the money—a smart narrative in a year when super bowl ads and other big-stage campaigns are under pressure to prove they drive real consumer value.
The campaign arrives as Jeep celebrates its 85th anniversary in 2026, a milestone the brand will mark with yearlong Wrangler Twelve 4 Twelve and Gladiator Convoy special-edition product drops. It also continues Stellantis’ strategy of using marquee sports moments and premium media placements to keep Jeep top-of-mind with adventure-seeking drivers. For context on how Jeep has played the big game in recent years, you can dive into past super bowl commercials in our ad archive or explore Jeep’s earlier big-game work alongside other unforgettable super bowl ads. As brands refine their super bowl advertising playbooks around authenticity, humor and value, “Jeep Things” shows how a legacy SUV nameplate can refresh its message without losing the rugged DNA fans expect.
