Parents perceived Jeep as rugged and adventurous, not roomy or refined. Despite the Grand Wagoneer’s category-leading cargo space and luxury interior, it wasn’t being considered by families seeking comfort and practicality. Our goal was to reframe Jeep as a true family SUV without sounding like every other luxury automaker touting specs.
Instead of entering the traditional “features arms race”, we anchored the campaign in a provocative data point: the Jeep Grand Wagoneer had been voted “The Best Car to Have Sex In.” That unexpected stat became our creative springboard.
The idea was simple and culturally sticky: If a vehicle is spacious enough to carry a family, it’s spacious enough to start one.
By partnering with comedian Iliza Shlesinger, we created a social-first mockumentary that disguised a vehicle reveal as a comedy sketch. Our goals were to: drive disproportionate attention versus typical SUV launches, reposition Jeep as family-friendly in a distinctly Jeep way, and turn spaciousness (a rational benefit) into a conversation-driving cultural moment.
The entire narrative thread was inspired by a data point that most luxury SUVs would run away from: “The best car to have sex in.” Automotive brands usually brag about how great they are at transporting families. We decided to brag about how great a Jeep Grand Wagoneer is to start a family in…
Jeep abandoned the traditional automotive car-reveal video for a social-first mockumentary featuring Iliza Shlesinger, who plays an unfiltered consultant pitching a "scandalous" rebrand for the Jeep Grand Wagoneer.
The tone of the comedy was heavily inspired by Iliza’s personality. Smart, observational, unfiltered and provocative.
Iliza turned boring specs like massage chairs and three-row seating into entertaining punchlines. The ‘sketch comedy’ format allowed us to show, not tell, that the Jeep Grand Wagoneer had plenty of space for… well, everything.
Launched as a long form, the 3 minute video went live on YouTube. Followed by short-form "snackable" versions designed to stop the scroll on TikTok feeds and Instagram reels.
Our objective was to earn disproportionate attention, shift perception, and make the Jeep Grand Wagoneer culturally relevant among families. The results exceeded those goals.
The campaign generated 592M+ earned media impressions, with coverage in more than 25 national publications. The launch delivered 71x more video views than the average Jeep reveal and drove a 9x increase in daily site visits.
On social, the impact was equally strong: a 3x spike in Grand Wagoneer mentions and a +398% increase in total engagement across X, YouTube, and Reddit. Daily engagement was 5x higher during the campaign compared to pre-launch benchmarks.
Beyond the numbers, the work reframed Jeep in the family SUV conversation – without sacrificing the brand’s bold personality.
