If your SUV campaign doesn’t feature a moose, a wolf, or a goose delivering critiques in nature’s own voice, is it even trying? Enter Jeep’s “Wild Thoughts” campaign for the 2026 Grand Cherokee — a stunt so audacious you half-expect Bigfoot to pop by for a seat-adjustment.
The idea is wonderfully simple: animals in the wild weigh in on the Grand Cherokee’s features. A mountain lion grunts approval of its off-road prowess. A squirrel snickers about its family-friendly legroom. A goose, in unmistakable Canadian accent, raves about the 19-speaker audio system. Produced by brand agency Highdive and studio 1986 Studios, the campaign leans into humor, AI-driven visuals, and a tone that says: we don’t just sell SUVs. We entertain critters, too.
Visually, it’s sharp. The film opens with real-great-gear cinematic shots of wilderness: glaciers, pines, rugged trails. Then, abruptly, an owl turns its head and says, “Booyah, heated seats.” The musical bounce shifts from natural ambience to playful punch. It doesn’t hide the artifice — it amplifies it. The animation quality isn’t about photo-real perfection; it’s about character, voice, and a wink to the viewer.
Strategically, “Wild Thoughts” nails the streaming/social fold. The long‐form reveal drops first, then 15-second animal-centric cut-downs that zero in on specific features: comfort, capability, luxury. Each critter becomes a micro-influencer of the forest. No forced jokes, just nature getting quirky. And because it’s made for social, it spreads. Wildlife memes. Animal POV jokes. Your nephew shares the squirrel’s clip before he remembers he’s in another feed.
It also shrewdly repositions the Grand Cherokee brand. In a landscape of SUV ads shouting horsepower and chrome racks, Jeep asks: what if nature had opinions — and what if those opinions helped you sell the ride? It’s disarming, fun, and more memorable than one more “power meets performance” line.
The campaign reminds us that the most rugged SUVs still live in stories, not just spec sheets. When the bear paws at the grill and says, “Let’s go”, you buy what’s being sold: readiness. Something familiar. Yet, in this case, wildly unexpected.
If the bear’s thrilled and the squirrel’s snarky, you might just be looking at the right SUV. — Julian Vega
