• by Tanya Gazdik , June 18, 2025

Jeep is launching a co-branded marketing campaign with Universal Pictures and Amblin Entertainmen showing a Jeep Wrangler holding its own among the dinosaurs featured in "Jurassic World Rebirth."

The spot, created by Chicago-based Highdive, features the highest volume and widest array of dinosaurs that viewers have ever seen in a Jeep co-branded "Jurassic" film series spot, with seven species shown: Velociraptor, Tyrannosaurus, Spinosaurus, Compsognathus, Titanosaurus, Quetzalcoatlus and a baby Aquilops.

The dinosaurs in the spot were created by Industrial Light & Magic, which also created the dinosaurs for the films.

The effort celebrates the longtime partnership with the movie property. Moviegoers first saw Dr. Ian Malcom escape danger from dinosaurs while riding in the back seat of a 1992 Jeep Wrangler in the original "Jurassic Park" in 1993. The newest iteration of the franchise, "Jurassic World Rebirth," debuts in theaters on July 2.

The campaign will include a long-form spot running across the Jeep brand's social media channels. A 30-second version will run across broadcast (Tier I), along with an adaptation for Tier II, special behind-the-scenes footage running on the brand’s social media channels, dealer point-of-sale kits, and out-of-home elements.

A billboard in Times Square will feature the flying dinosaur (Quetzalcoatlus) as it soars above the Jeep Wrangler.

More than 2,000 U.S. Jeep dealerships will receive a point-of-sale kit that includes a poster, dinosaur egg mirror hangers and dinosaur claw and footprint decals. The Jeep brand design team has created a first-of-its kind Jurassic badge, appearing in the Tier 2 spot, which will soon be available in limited supply to consumers at a later date.

The press tour kickoff for the film in Mexico City on June 23 will feature a Jeep Wrangler 4xe onstage. Jeep-branded "Jurassic" merchandise will soon be available at Jeep’s gear store online. 

Both Jeep and the movie franchise are steeped in adventure, excitement and possibility, says Olivier Francois, global CMO, Stellantis. 

"The inspiration for our film was taking the Jeep Trail Rated criteria — that includes maneuverability, water fording, traction, articulation and ground clearance — and playfully adding a sixth criteria to make the Jeep Wrangler Jurassic Trail Rated, meaning it has all of the capability to navigate the 'Jurassic' world,” Francois says in a release.