Jeep knew just where to go with its message when electrification arrived.
The company famed for off-road adventures has kept its 4xe series of plug-in hybrids outdoorsy.
In 2020, Jeep began promoting the Wrangler 4xe’s silent ride, claiming it emphasised the sounds of nature.
Then came Jeep’s “Pale Blue Dot” homage to Earth preservation, featuring astronomer Carl Sagan and the Wrangler plug-in.
As a result, Jeep has created a mission statement of “Zero Emission Freedom” and has branded charging stations at trailheads around the US.
“Jeep loves nature, and we want nature to know it,” said Olivier Francois, Stellantis’ CMO. “It’s all about respect. So it makes perfect sense for Jeep to go electric and make a statement.”
Before his death in July 2018, former Fiat Chrysler Automobiles CEO Sergio Marchionne viewed an early version of the commercial featuring a traditional gasoline-powered Wrangler.
Marchionne saw a Super Bowl contender.
The ad’s name comes from a Voyager 1 photograph obtained in February 1990 after Sagan pushed NASA to spin Voyager around for a farewell look at Earth. From roughly 4 billion kilometres distant, Earth was a speck.
An award-winning writer and producer, Ann Druyan first objected to Sagan’s voice being used for a Jeep commercial in October 2017. When Jeep released an electric vehicle, Francois returned two years later when plug-in hybrid technology became available. Druyan liked it.
Jeep adopted a serious approach with “Pale Blue Dot,” but following advertisements have used comedy and environmental issues.
In one scene, animals sang along to the renowned classical arrangement “Also sprach Zarathustra” from 2001: A Space Odyssey. The Wrangler 4xe was featured in the campaign, which was updated this year to include the Grand Cherokee 4xe, which will be available this spring.
That same day, it was shared on Jeep’s social media platforms and played during Super Bowl pregame programming.
Late 2020 metal pillars surfaced in Utah, California, New Mexico, and Romania, prompting Jeep to market its new 4xe range.