Stellantis’ Jeep brand is launching another Grand Wagoneer spot featuring former New York Yankees champion Derek Jeter.
Jeter and his wife Hannah signed a multiyear brand partnership with the automaker last October, which began with the spot “Eyes Wide Open.”
“We made an entrance with a fantastic and superlative vehicle, the Grand Wagoneer,” Olivier Francois, global chief marketing officer for Stellantis, told a group of media folks recently. “Here our marketing will be mainly driven by conquest. We want to give buyers a chance to discover and meet the car for the very first time.”
It’s a very specific context, and the appeal of the Jeter family fits the target customer, he says.
“We believe in that association,” Francois says. “I think it's perfect. The follow-up to that campaign was long overdue, and we're now ready to confidently roll out the new campaign.”
The new spot, “Drove All Night," features the song of the same title.
That upbeat ballad was previously used in a series of Chrysler commercials beginning in 2003 that featured its singer, Celine Dion in vehicles including the futuristic Chrysler Crossfire and then brand-new Chrysler Pacifica minivan.
In the 30-second 2023 iteration, Derek’s plane has been grounded due to weather, and it’s clear that it’s important for him to get to his final destination as soon as possible. The Grand Wagoneer takes Derek on his journey throughout the night, delivering him home to be greeted by Hannah and his children just in time to take them to school.
This version of “Drove All Night” was produced specifically for the Grand Wagoneer campaign.
The ad was inspired by conversations with the Jeters and their commitment to being present for their family in big and small ways, said Marissa Hunter, senior vice president, Stellantis North America.
“Both Derek and Hannah are incredibly authentic, successful across many dimensions, and they truly treasure the importance of family and family values,” Hunter says.
Featured in the video is the long-wheelbase Grand Wagoneer L, which is 12 inches longer overall than the standard-wheelbase Grand Wagoneer.
The spot, created by Chicago-based Highdive, will run across broadcast and cable channels, including college and NFL football, as well as Major League Baseball.