Jeep and Marvel have launched the 2026 Wrangler America250.
The limited-edition SUV features a Captain America shield tire cover in a red, white, and blue design.
Both debuted in 1941, Jeep on the battlefield and Captain America in Marvel predecessor Timely Comics.
View this post on Instagram
The campaign arrives ahead of July 4, when the U.S. marks its 250th anniversary.
"The Jeep Wrangler America250 is built the Jeep way, rooted in Willys heritage, engineered for real-world capability and unapologetically proud of the freedom that the Jeep brand represents," Jeep CEO Bob Broderdorf said in a statement.
"Trail proven from the factory floor, this special edition pairs bold American design with authentic off-road performance, celebrating Wrangler’s legacy as America turns 250."
The off-road brand is the exclusive automotive partner of America250, the organization Congress designated to lead the national commemoration.
The vehicle is the seventh drop in Jeep's "Twelve 4 Twelve" campaign, and five more limited-edition Wranglers are planned over the next five months.
Marvel Made the Design Call
The campaign launched in May with "Origin Story."
The 50-second spot was created by Chicago-based advertising agency Highdive and directed by Anthony Leonardi III.
It opens with a wartime bunker and moves through a comic strip-style sequence of engineers sketching Captain America as the Wrangler's body takes shape.
View this post on Instagram
Captain America then drives it out of an underground hangar through a portal into a real desert landscape.
Vehicle specs appear on screen as he heads toward the horizon, closing the ad.
The SUV features a Jean Blue soft-top, 17-inch Steel Oxide wheels, 33-inch BFGoodrich All-Terrain tires, red seatbelts, and tri-color stitching throughout the cabin.
A limited-edition comic book cover featuring Captain America comes with every purchase.
View this post on Instagram
A second phase, "The Original Superheroes," will launch this summer.
It spotlights actual U.S. military veterans whose missions the brand's vehicles once supported on the front lines.
They become the proof point that Captain America's shield was always meant to represent something real.
Rosie Rios, chair of America250, said in a statement that the partnership with Jeep reflects values that have defined the country since its founding.
"These values have shaped our nation since its earliest days and continue to inspire us as we celebrate our country's historic milestone," she said.
Marvel's Jeep partnership is part of a broader push.
The studio's collaborations across gaming and entertainment are expanding this year.
This includes a co-branded campaign tied to "Avengers: Doomsday," which is set for a December 18 theatrical release.
Captain America Sells the Fantasy
Jeep keeps the campaign cohesive by aligning the product, partnership, and story around the same audience fantasy.
- Shared heritage builds credibility. Brands should consider aligned histories when choosing partners.
- Product design should support the campaign. Creative direction can influence physical product decisions.
- Campaigns need progression. Different emotional beats keep the story moving and active.
Putting veterans at the center of the campaign gives the campaign a level of credibility the Marvel partnership alone couldn't provide.
Our Take: Does Patriotism Still Sell Cars?
Consistency is what turns patriotism into a sales argument, and that in itself is a strategic asset.
Jeep has held the top spot in Brand Keys' most patriotic brand survey for 25 consecutive years.
We think what separates this campaign is the decision to put veterans at the center rather than lean entirely on a fictional superhero.
For the automotive giant, the real measure of this campaign will come in December, when the tie-in either sustains or dilutes what it built throughout the summer.
Brands that want campaigns with cultural and heritage staying power need more than a licensing deal.
Find top creative agencies in our directory that understand how to build that kind of credibility.
