The mid-size SUV segment dominates the U.S. market because it hits the sweet spot for families: safe, practical, and not oversized. Its growth has been driven by Honda CR-V, Toyota RAV4, and Ford Escape.
After being off the market for a few years, the 2026 Jeep Cherokee had to re-enter the game in a way that separated itself from the rest. We had to let families know that this new Cherokee was a safe and practical option for them, but not fall into the same claims they’re used to seeing, which is a laundry list of safety features.
Our challenge: Show Jeep Cherokee’s safety without reciting features like the rest of the segment, and do it in a way that still felt unmistakably Jeep.
We built the spot as a misdirect, poking an elbow at the rest of car ad cliches.
It looks like a typical SUV commercial at first sweeping shots, emotional tone, father/son bonding.
Then the twist hits.
The violence is exaggerated and absurd, not graphic… shocking enough to jolt you, funny enough to share.
The final VO is calm and simple: “Stay safe in the Jeep Cherokee. Outside, you’re on your own.”
In a category full of predictable, boring safety ads, this was subversive. To make the most of our paid digital media, we launched the long form online film during Super Bowl week - hoping to take advantage of a time where Americans were actively seeking out entertaining ads.
Even without a Super Bowl buy, Billy Bass outperformed the four auto brands that spent millions on Big Game media. The Jeep video had 10x more YouTube views than the in-game car ads combined.
+15M+ YouTube views organically during Big Game week
84% more organic views across social compared to Jeep’s 2024 in-game Super Bowl spot
1.2B PR impressions
Ranked #2 by Fast Company for 5 Most Unforgettable Super Bowl Commercials of 2026
Ranked #3 by Bleacher Report for 15 Best Super Bowl Commercials of 2026
Ranked #8 by The New York Times for Best 2026 Super Bowl Commercials
Ranked #5 in the YouTube Super Bowl LX Ad Blitz
Jeep was the only automotive brand to make the lists above - that includes the car brands that were actually in the game.
Featured in Ad Age, Automotive News, Fast Company, Detroit Free Press, Muse by Clios, and more.
85% positive/neutral sentiment across YouTube, Instagram, and Facebook
Cherokee site visits up 71% following the launch.
