In a resounding celebration of the launch of the updated 2024 Jeep® Wrangler and Wrangler 4xe (JL), the iconic Jeep brand has introduced its captivating “Famous for Freedom” global marketing campaign. This campaign sets a tone of liberation and adventure, embodying the Jeep spirit that has resonated with enthusiasts for generations.
The centerpiece of the campaign is a 60-second masterpiece titled “Famous For Freedom,” now available on the official Jeep YouTube channel. This campaign is supplemented by shorter 30-second and 15-second clips designed for social media platforms and online video placements, and a 30-second version intended for broadcast television.
What makes this campaign particularly noteworthy is incorporating the iconic hip-hop track “California Love” into the “Famous for Freedom” campaign. Olivier Francois, the Global Marketing Officer (CMO) of Stellantis, stated, “As the ‘90s sees a renaissance throughout fashion, film, and music, we want to tap into the nostalgia from that decade while recognizing the unique hold that the Wrangler has across the entire automotive and cultural landscapes. ‘California Love’ captures the spirit of the Jeep Wrangler and our owners around the world in a way no other can.”
In a statement, Francois mentioned, “‘California Love’ captures the spirit of the Jeep Wrangler and our owners around the world in a way no other can.” This marks the song’s inaugural appearance in an automotive commercial, symbolizing the harmonious fusion of culture and automobile.
Lucy McLellan, Senior Vice President of Global Marketing & Communications for Jeep®, explained that “‘Famous For Freedom’ goes beyond a tagline. It’s a state of mind for our Jeep Wrangler owners, and this global campaign celebrates this community of dreamers and doers who seek to live freedom-fueled lives.”
To ensure authenticity, the campaign was brought to life in the heart of California. The visuals were captured against the backdrop of the state’s diverse landscapes and vibrant culture, mirroring the ethos of the Wrangler and the spirit of the “California Love” track. Real Jeep Wrangler owners made appearances throughout the video, forging a genuine connection with the audience.
Renowned Grammy-winning director Dave Meyers, whose portfolio boasts collaborations with artists like Drake, SZA, and Kendrick Lamar, directed “Famous for Freedom.” Meyers’ creative genius, evident in music videos and commercials, was deemed an impeccable fit for the Jeep Wrangler campaign.
“Since its introduction, the Jeep Wrangler has set new levels of 4×4 capability with each new generation, dating all the way back to 1941,” said Jim Morrison, Senior Vice President and Head of the Jeep® North America. “The new 2024 Wrangler builds upon that 80-plus-year legacy, offering our first full-float Dana rear axle, and makes it possible for Wrangler owners to easily upsize tires, in addition to a more advanced and comfortable interior with a standard 12.3-inch touchscreen, available power seats tested for water fording, and more technology and safety features, including standard side-curtain airbags. Wrangler offers customers more choice with best-in-class gas engines to the only electrified off-road SUV, the Wrangler 4xe, which continues to be the best-selling plug-in hybrid (PHEV) in the United States.”
The campaign underscores the Jeep brand’s commitment to raising the bar by melding the utmost capability with cutting-edge technology, safety features, and refinement. With an array of four powertrains, including the electrified 4xe, the 2024 Jeep Wrangler ensures customers can select the ideal propulsion system for their lifestyles.
Enthusiasts and adventure seekers can now explore the 2024 Jeep Wrangler in various models such as Sport, Willys, Sahara, High Altitude, 4xe, Rubicon, and Rubicon 392. The ordering process has commenced, with vehicles already arriving at U.S. dealerships. The global launch of the 2024 Jeep Wrangler is set to captivate markets worldwide.
“Famous for Freedom” is the result of a collaboration between the Jeep brand and the Chicago-based Highdive agency, exemplifying a dedication to crafting a campaign that resonates deeply with both Jeep owners and those who share their pursuit of boundless freedom.