• by Tanya Gazdik , September 22, 2024

Stellantis’ Jeep brand is launching a campaign celebrating its heritage and feartures an iconic tagline.

“There's Only One,” created in partnership with Chicago-based Highdive, revives a tagline first used 30 years ago.

“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," said Raj Register, chief marketing officer of North America, Stellantis, who took on the marketing role in June.

She replaced Marissa Hunter, who left the company at the end of last year. Internally, her title is senior vice president, regional marketing. Olivier Francois remains global chief marketing officer.

"Anyone who has ever been behind the wheel or experienced riding in a Jeep vehicle understands the ‘no compromises’ attitude that steers our iconic off-road brand into one-of-a-kind adventures, adventures that often turn into lifelong memories and an unwavering connection to the brand,” Register says. 

“There's Only One" captures the pop culture moments, big (dinosaurs), little (rubber ducks), legendary icons (Marilyn Monroe) and everything in between (hello Jeep Wave) that have come to define the brand over its 80-plus-year history.

The spot feature’s the brand’s entire portfolio, including the Jeep Wrangler, Jeep Grand Cherokee, Jeep Wagoneer, Jeep Gladiator and Jeep Compass.

The campaign will run across broadcast and cable, including NFL and college football. Additional cut-down videos focusing on specific Jeep brand nameplates will run across the Jeep brand’s social media channels. Multicultural versions (Black and Hispanic) will  run across select markets in upcoming weeks. 

The spot debuts in the United States with opportunity for global extensions, according to the automaker.