• by Tanya Gazdik , August 28, 2023

Stellantis’ Jeep brand is launching a campaign with a popular music track never used before in automotive advertising. 

The global campaign for the 2024 Jeep Wrangler features legendary “California Love” 1995 track. 

The song is one in a lengthy line of tracks that Stellantis brands have featured that are highly sought-after, but often elusive for the advertising industry, says Olivier Francois, global chief marketing officer, Stellantis.

“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,” Francois says in a release. “‘California Love’ captures the spirit of the Jeep Wrangler and our owners around the world in a way no other can.”

The effort from Chicago-based Highdive debuts as the 50th anniversary of hip-hop music is celebrated for the role it has played in transforming marketing and culture. Directed by Grammy-winning director Dave Meyers at RadicalMedia, the spot was filmed in California and includes the Pismo Beach sand dunes and the Los Angeles skyline.

The global campaign launches with a 60-second version of “Famous For Freedom” on the Jeep brand’s YouTube channel, with shorter form content, including 30-second and 15-second videos, running across the brand’s social media channels and online video placements. A 30-second version will run on broadcast television.

The global marketing campaign will also air in Europe, China, Japan, Korea, Australia and other markets around the world.

“Famous For Freedom” goes beyond a tagline, says Lucy McLellan, senior vice president, global head of marketing and communications, Jeep brand.

“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,” McLellan says in a release. 

The spot features a number of loyal Jeep Wrangler customers in the campaign to ensure the essence of the Jeep community is authentically captured, she adds.