Celebrated baseball player and American sports icon Derek Jeter will star with his wife, fashion model, and television host Hannah Jeter in the Grand Wagoneer’s new “Eyes Wide Open” campaign as part of a long-term partnership. The 60-second launch spot, “Eyes Wide Open,” made its debut during the first game of the world championship baseball series on Friday.
The Grand Wagoneer campaign will run in North America across television, social media, and digital media channels, including future print extensions. In addition to the 60-second launch spot, the campaign will include 30-second and 15-second video content featuring Derek and Hannah, running across multiple media platforms.
“Derek is more than an American sports legend whose grit, talent, and determination propelled him to achieve the highest heights of professional success. He is also a businessman, family man, and a force in popular culture,” said Olivier Francois, Stellantis Chief Global Marketing Officer. “Together with Hannah, a former tennis athlete who is a successful fashion model and television host in her own right, they have three young children and embody the American dream. As the Jeter family builds the next chapter of their legacy, the Grand Wagoneer will help take them there as part of our long-term relationship.”
“Family means everything to both Hannah and me,” said Derek Jeter. “Valuing the time we spend together and working to achieve the goals we set together are critically important, and those are priorities that have been imprinted on me from the example my parents set. I was raised in a city not far from where the Grand Wagoneer is built in Michigan, and this partnership means a lot to me to tap into that rich history and share it with our children.”
“Between school drop-offs and daily life, we spend a lot of time together as a family on the road,” said Hannah Jeter. “We wanted a vehicle that was authentic to our needs. The Grand Wagoneer will give us all of that, and so much more.”
“Wagoneer is steeped in American history, technology, and sophistication that supports our customers’ active lifestyle,” said Jim Morrison, Senior Vice President and Head of Jeep North America. “The Grand Wagoneer Obsidian driven by Derek and Hannah Jeter embodies American authenticity with an interior that has artisan levels of craftsmanship. And with the all-new Hurricane Twin Turbo 510 engine, delivering 510 horsepower and 500 lb.-ft. of torque, the Grand Wagoneer offers the power, range, and dynamics that everyone, including one of America’s most celebrated ballplayers, can truly appreciate.”
The Jeter family spends a lot of time together, documented on the couple’s social media channels, including time driving around Miami and New York and Derek getting his fingernails painted by his daughters. (The Jeter children are portrayed by actors in the “Eyes Wide Open” television campaign.)
The “Eyes Wide Open” video includes a voice-over, noting:
“Ever wonder why they call it the American dream …
And not the American goal?
Or the American plan?
Maybe it’s because in dreams, you can do anything.
You can be reborn in the motor city …
And rise up in the city that never sleeps.
You can turn time inside out, again and again.
In dreams, you can hold your entire world in the palm of your hand.
And you can do it all with your eyes wide open.”
The Grand Wagoneer “Eyes Wide Open” campaign was filmed on the streets of New York City, including Greenwich Village, in addition to upstate New York. The campaign was created in partnership with Highdive agency in Chicago.
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