automotive

Jeep Wagoneer Shows Beautiful Things Can Still Get Dirty

Stellantis’ Jeep brand is launching its first effort for the Jeep Wagoneer S, the brand’s first global battery-electric vehicle.

The campaign breaks Dec. 23 with a 60-second spot on YouTube. A 30-second version of the spot will launch on television during Netflix's first-ever Christmas Day football games.

It will run across television, digital channels and the brand’s social media channels, including Instagram and Facebook.

Creative reminds consumers that they don’t have to sacrifice beauty for capability. The EV boasts 600 horsepower, 617 lb.-ft. of immediate torque for a lightning-quick 0-60 mph acceleration time of 3.4 seconds.

"We’re telling consumers that luxury and capability do not have to be mutually exclusive when considering their first, or even second electric vehicle," said Raj Register, chief marketing officer, Stellantis North America in a release.  ["The spot] lets our Jeep enthusiasts and potential buyers know that they can have both."

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Every Jeep Wagoneer S includes the choice of a 48-amp Level 2 home charger or $600 public charging credits through Free2move Charge.

The effort was created in partnership with Chicago-based agency Highdive, which is the lead agency on Jeep. 

Stellantis is still evaluating its agency relationships, which are not typical AOR arrangements. The automaker often will offer a “jump ball” to all roster agencies on any given campaign and then precede with the idea that is deemed the best. 

That said, the automaker recently decided to keep Stagwell’s Doner and Omnicom’s GSD&M on its roster, according to a Stellantis spokesperson. Doner is lead agency for Ram while GSD&M is lead agency on Dodge and Chrysler. 

The Wagoneer S has a starting price in the U.S. of $71,995 and qualifies for the Inflation Reduction Act Retail and Lease EV credits. It arrives at Jeep EV certified dealers in the U.S. in January.

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