Jeep® Revives Iconic “There’s Only One” Campaign for New Era

Jeep® is bringing back its iconic “There’s Only One” tagline with a new 360-degree marketing and advertising campaign. Celebrating the brand’s renowned SUVs, the campaign seeks to connect the past with the future as Jeep transitions to multi-energy platforms. Designed to run across television, digital channels, social media, and out-of-home elements, the monthslong effort will feature 30- and 60-second video spots, including versions for Black and Hispanic markets. The campaign will launch in the U.S. first, with the possibility of expanding globally in the future.

Raj Register, Stellantis’ Chief Marketing Officer for North America, explained the significance of the campaign. “As the Jeep brand begins down the new path of its multi-energy platforms, this campaign is meant to command the new road ahead while also paying homage to the brand’s ‘there’s only one’ legacy.” This legacy of adventure, no compromises, and off-road capability is something that has connected generations of Jeep enthusiasts to the brand.

The campaign isn’t just about nostalgia; it’s also about celebrating Jeep’s cultural impact. From memorable off-road adventures to moments in pop culture featuring everything from dinosaurs to rubber ducks, the “There’s Only One” campaign shines a spotlight on Jeep’s lasting influence. The campaign highlights the entire Jeep SUV lineup, including the Wrangler (JL), Grand Cherokee (WL), Wagoneer (WS), Gladiator (JT), and Compass (MP), emphasizing the individuality each vehicle brings to the Jeep family.

According to Jeep CEO Antonio Filosa, the campaign is about more than just vehicles—it’s about the spirit of those who drive them. “There’s Only One you – with your unique personality and spirit – and ‘There’s Only One’ Jeep 4×4 that can personify each of us,” Filosa stated. “Now, on the 30th anniversary of the iconic 1990’s brand campaign ‘There’s Only One’, we’re bringing it back bigger and better than ever, to celebrate the originality and freedom of the Jeep brand and all those who make it their own.”

Created in collaboration with Chicago-based ad agency Highdive, the new campaign is set to air on major broadcast and cable networks, including NFL and college football games. Shorter video cuts focusing on specific Jeep models will also be featured on Jeep’s social media platforms, ensuring the message reaches both dedicated fans and new potential customers.

With this campaign, Jeep continues to highlight what sets it apart—its heritage, its impact on culture, and the lasting connection its vehicles foster with drivers. Whether it’s the rugged off-road performance of the Wrangler or the luxury of the Wagoneer, “There’s Only One” reminds us why Jeep remains a leader in the SUV market.