Jeep doubles down on patriotism with 'This Is Jeep Country'
Jeep's 'This Is Jeep Country' campaign from Highdive ties its 85-year history to America's 250th anniversary, with multicultural cuts and a bold new tone under new leadership.
Updated
The brief
- Jeep launched 'This Is Jeep Country' in September 2026, created by Highdive and building on a year of marketing tied to America's 250th anniversary.
- The campaign includes 30-second Hispanic- and African-American-targeted extensions led by the Stellantis team, running across digital and online channels.
- Stellantis posted 6% U.S. sales growth in Q2 2026, its fourth straight quarter of year-over-year North American growth, against an industry decline of 0.3%.
Jeep this month launched "This Is Jeep Country," a campaign from agency Highdive that leans into the Stellantis brand's American heritage and caps a year of marketing tied to the 250th anniversary of the nation's founding.
The creative hook came from a single line on a piece of paper. "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, in a statement reported by Marketing Dive.
A hero spot connects Jeep's 85-year history to that of the United States. It opens with black-and-white footage of Jeeps being shipped off to war, then blends new and archival footage with user-generated content: a Revolutionary War reenactment, a boxer in training and rough-and-tumble outdoor scenes. A voice-over declares, "Build for Uncle Sam long enough, and you start to share a code."
That national connection sits at the core of the brand. Jeep has consistently ranked as America's most patriotic brand in Brand Keys' research. The patriotic push arrives even as American pride hits a 25-year low under President Trump, according to Gallup.
"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, who has led 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."
Multicultural extensions address the divide
Two 30-second extensions target Hispanic and African-American consumers and shift the patriotic framing in the scripts. The African-American-targeted spot says, "freedom was never a finished road — it's one we're still paving." The Hispanic-targeted spot states in Spanish, "America is who we are, and you are America." The Stellantis team led the extensions, which 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 lands amid a broad reset at parent Stellantis. The company in May announced a five-year strategic plan that will invest about $70 billion. Anthony Filosa was appointed Stellantis CEO last summer, Branden Coté started as Jeep CEO on Aug. 3, and longtime executive Olivier François stepped down as Stellantis global chief marketing officer 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."
Jeep's advertising this year has often carried a patriotic bent, including a partnership with Marvel around Captain America. The brand also tapped World Cup interest and comedy, through continuing efforts starring comedian Iliza Shlesinger and a spot billed as "the best Big Game commercial that's not in the Big Game."
"This Is Jeep Country" features the full vehicle portfolio: Wrangler, Gladiator, Grand Cherokee, Cherokee, Compass, Grand Wagoneer and the new all-electric Jeep Recon. Media placements span NFL programming, digital, connected TV and streaming on Disney+, Paramount+, Max and Peacock.
Sales momentum and global ambitions
The investment comes with commercial tailwinds. Stellantis posted its fourth consecutive quarter of year-over-year growth in North America in Q2 2026, with U.S. sales up 6% — outperforming a U.S. industry that declined 0.3%, per an earnings release.
"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."
The first expression of the campaign focuses on the U.S., but Jeep sees the platform traveling. "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."
Based on techtarget.com
Filed under jeep, brand-campaign, patriotic-marketing, stellantis, multicultural-advertising
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