by Jeep Releases New Ad to Capitalize on Super Bowl Hype
A month ago, Stellantis announced it was skipping the Super Bowl to focus on the US’s 250th anniversary. This was an unexpected, but not senseless move, given the rapid increase in the cost of airtime.
According to USA Today, the average price for a 30-second spot reaches $8 million, with some exceeding $10 million. This is a staggering 266-fold increase compared to the average Super Bowl ad price in 1967, which was $37,500. However, the company is not staying completely on the sidelines of the event.
The Weirdest Car Ad of the Year?
Instead, they are trying to ride the wave of interest in Super Bowl ads by launching a new spot featuring the 2026 Jeep Cherokee. The online ad titled “Billy Goes to the River” aims to be “the best Big Game ad not in the Big Game.”
The ad, created using artificial intelligence, begins with the Big Mouth Billy Bass singing “Take Me to the River, drop me in the water.” This inspires a little boy to ask his father to fulfill the fish’s wish.
They then get into the Cherokee, and the ad highlights its hybrid powertrain, which allows the crossover to average 37 miles per gallon. The duo finally reaches the destination and releases Billy into the wild.
Then the situation takes a comically horrific turn: Billy swims away, waves goodbye, and is immediately attacked by a bear. It tears Billy to pieces during his screams of pain.
Billy then blames the boy and his father for his death, but the bear eventually discards him. After a brief celebration of his survival, an eagle snatches Billy and flies away with him as he screams. The clip then mentions the Cherokee’s 140 safety features.
Saving Millions and Social Activities
This ad is likely to attract a lot of attention, saving Stellantis millions of dollars. It’s a win-win scenario, and Jeep will be giving away several collectible items on social media.
Stellantis Global Chief Marketing Officer Olivier Francois stated: “While we’re not airing an ad during the Big Game this year, we still wanted to show up with something worth saying.” He added that the ad “carries humor and a bit of chaos, but always in the name of a specific message.”
Specifications of the New Jeep Cherokee
As for the 2026 Jeep Cherokee, its base price is $36,995. It is equipped with a hybrid powertrain consisting of a turbocharged 1.6-liter four-cylinder engine, two electric motors, a continuously variable transmission, and a 1.08 kWh lithium-ion battery. This combination provides the crossover with a total output of 210 hp and 230 lb-ft of torque.
Jeep’s approach demonstrates a shift in automakers’ marketing strategies, where creative content designed for viral online spread can be more effective than traditional expensive TV slots. The emphasis on humor and an unconventional plot, contrasting with common advertising clichés, allows the brand to stand out and generate discussion without direct participation in the year’s most expensive advertising event. The success of such a campaign will now depend on how receptive viewers are to dark humor and whether this story can truly compete for attention with the official ads during the Super Bowl.
