Automotive manufacturer Jeep launched a new digital and television campaign starring comedian Iliza Shlesinger to promote the 2026 Grand Wagoneer. The brand partnered with the agency Highdive to position the stand up comic as the “Chief Family Officer” for the vehicle launch. The execution relies entirely on situational comedy set directly on a dealership sales floor and during a chaotic test drive.
The creative isolates specific family vehicle features and presents them through an absurd comedic lens. Shlesinger takes unsuspecting customers on a test drive that veers off road while aggressively demonstrating the massage seats and interior space. The narrative explicitly highlights the vehicle’s capacity to fit sports equipment and stream audiobooks while maintaining a surprisingly low starting price under $66,000.
Jeep anchored this comedic approach with the “It will be funny” tagline. The strategy intentionally steps outside the traditional rugged off road automotive advertising lane to give the family SUV its own distinct identity. Utilizing a popular comedian allows the brand to cut through standard automotive marketing noise by relying on humor and slight innuendo rather than typical performance specifications. The execution leverages a recognizable personality to drive engagement across both traditional broadcast television and social media channels.
Campaign Name: It will be funny
Agency Name: Highdive
Brand Name: Jeep
Location: United States
