- Stellantis’ Jeep brand has partnered with superhero franchise Marvel for a new Summer of Jeep campaign that pushes the vehicle as “the most patriotic brand in America.”
- The campaign features Captain America in an animated comic book-style spot, which highlights the Jeep Wrangler and celebrates the country’s 250th.
- The effort includes the spot, as well as in-cinema spots, activations with the National Park Service and a limited-edition comic book cover from Marvel Comics Group featuring Captain America in a Jeep Wrangler.
The Jeep brand has been named the Most Patriotic Brand in America for 25 years in a row, according to the Brand Keys Most Patriotic Brands survey. The brand is highlighting this honor during the year of the USA’s 250th birthday and using it as a point of inspiration to run a campaign positioning the car as an American icon.
“There is an emotional connection between Jeep and America,” said Olivier François, global chief marketing officer at Stellantis, during a press conference.
The car marker has teamed up with another American icon – Captain America – to push this message home and create an entertainment-led approach to storytelling. Both were born in 1941 and are turning 85 this year.
Jeep is a very passionate brand and we are very passionate marketers. So what we did is something else. We worked hand in hand with the Jeep design and product teams and with Marvel to create an authentic Captain America shield tire cover for the Wrangler A250 edition.
“What could feel more right than a Jeep Wrangler carrying Captain America’s shield?,” added François. “Generally marketing comes after the product, you know, you have the product, the brand does the product and marketing tries to share it and communicate it and excite people about it. In this case, marketing and the marketing of the America 250 inspired the product.”
The brand leaned into the partnership with Marvel to be more culturally relevant and authentic. “In the end, Captain America for Marvel and the Wrangler for the Jeep brand are American icons,” François said.
A second stage of the campaign will launch around the Fourth of July. This “Original Superheroes” edition will feature real American captains across land, air and sea.
“Being a hero to me means serving something greater than yourself. You give people something to aspire to something to look up to – somebody with integrity, somebody you can trust and rely on,” he added.
