Jeep knew exactly where to go with its message when electrification arrived.
The brand known for off-road adventures has kept its 4xe line of plug-in hybrids outdoorsy.
In 2020, Jeep began promoting the Wrangler 4xe’s quiet ride, claiming it accentuated the sounds of nature.
Then came Jeep’s “Pale Blue Dot” ode to Earth preservation, featuring scientist 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 across 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 saw an early version of the ad featuring a conventional gasoline-powered Wrangler.
Marchionne saw a Super Bowl contender.
The ad’s name comes from a Voyager 1 image taken in February 1990 after Sagan urged NASA to turn Voyager around for a final look at Earth. From nearly 4 billion miles away, Earth was a speck.
An award-winning writer and producer, Ann Druyan initially objected to Sagan’s voice being used for a Jeep commercial in October 2017. When Jeep released an electric model, Francois returned two years later when plug-in hybrid technology became available. Druyan liked it.
Jeep took a serious approach with “Pale Blue Dot,” but subsequent campaigns have incorporated humour and environmental themes.
In one scene, animals sang along to the famous classical arrangement “Also sprach Zarathustra” from 2001: A Space Odyssey. The Wrangler 4xe was featured in the ad, 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 channels and aired during Super Bowl pregame coverage.
Late 2020 metal pillars appeared in Utah, California, New Mexico, and Romania, prompting Jeep to promote its new 4xe line.