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The Jeep x Jurassic World Collab Takeaways:
- Jeep and Highdive create a dinosaur-packed campaign for the upcoming “Jurassic World Rebirth” hitting theaters July 2.
- The 360 rollout includes social videos, dealership kits, and Times Square billboards featuring flying dinos.
- The spot includes seven dinosaurs and a hidden preview of a future vehicle.
Jeep is taking you to a dino-packed destination.
To mark the July 2 release of Universal Pictures’ "Jurassic World Rebirth," the car brand has launched a high-octane campaign starring the Wrangler 4xe and seven different dinosaur species.
Created with Chicago-based agency Highdive, the commercial revisits one of Hollywood’s most iconic brand partnerships, dating back to the original “Jurassic Park” in 1993.
“Just like the Jurassic films, the Jeep brand is a total legend,” said Jeep CEO Bob Broderdorf.
"When dinosaurs are on the loose and adventure calls, you need serious capability — and let's be real, nothing handles ferocious frontiers quite like a Jeep 4x4 because nothing else is Jurassic rated."
This new campaign takes that idea to the next level, showing a Wrangler navigating a gauntlet of prehistoric threats, including Velociraptors, T-Rexes, flying Quetzalcoatlus, and a baby Aquilops..
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Notably, it's the highest number of dinosaurs ever packed into a Jeep-Jurassic spot.
All were created by Industrial Light & Magic, the studio behind the film’s visual effects.
According to Stellantis global CMO Olivier Francois, the creative team had fun imagining a “Jurassic Trail Rated” test for the Wrangler.
This included adding dino encounters to the usual off-road challenges like water fording and ground clearance.
A Trip Like No Other
The 30-second TV spot hero spot starts off at the lab, where they perform a safety test on the Jeep.
"Guess we should move onto the Jurassic Trail Rated Test," the lab scientist tells the human subject required for the test.
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They then hit the road in the Wrangler, being chased down by a T-Rex, a Spinosaurus, and more.
"I don't know if he's gonna survive, but we're getting great data," the scientist says, enjoying the scenes.
The spot ends with the Jeep on top of a dirt hill, overlooking the grassland.
On the ground, Jeep is launching the campaign at over 2,000 U.S. dealerships with themed point-of-sale kits.
This includes a Wrangler appearance at major movie events. The campaign officially kicked off at CCXP in Mexico City, where a 4xe model rolled onto the stage.
Next week, it’s headed to the U.S. premiere red carpet in New York. Times Square will feature a massive out-of-home activation with a Quetzalcoatlus soaring over a Wrangler billboard.
Overall, the campaign marks the third time Jeep has collaborated with the Jurassic franchise since 2018, with the creative reins remaining with Highdive, who previously worked with Jeep on its “Owner’s Manual” Super Bowl spot.
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Jeep and Universal's commitment to spectacle makes the brand’s campaign roar, from ILM’s creature work to real-world activations.
It goes beyond a logo slap and turns the Wrangler into a character within the Jurassic world.
In the end, Jeep is able to tap into both nostalgia and cinematic relevance.
It’s a reminder that when car brands go full Hollywood, the payoff can be the size of a T-Rex.
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