""If there were a prize for 'the best Big Game commercial that's not in the Big Game,' this is the ad we'd submit.""
"The reason the automaker kept it out of the Super Bowl commercial lineup? Not simply because it rivals Skittles for its insanity, though unlike Skittles' Elijah Wood-starring two-parter, you have to wait until 60 seconds in for things to take a bizarre turn (R.I.P. Big Mouth Billy Bass). And not simply for the ginormous price tag involved with scoring a Big Game ad (Jeep was looking at an $8 million bill were they to pull the trigger)."
"After bringing in new CEO Bob Broderdorf a year ago and notching its first annual sales increase in 2025 after six straight years of shrinking sales, Jeep is hitting the ground running in 2026 by launching a raft of new and updated models and setting its sights on selling one million vehicles a year in the U.S. this decade, a figure it came close to in 2018 with 973,000 units before steadily dropping off to 588,000 annual sales by 2024."
Jeep released the 60-second 'Billy Goes to the River' spot online but chose not to air it during the Super Bowl. The ad is intentionally bizarre and would have cost about $8 million to run during the game. Jeep is executing a major comeback after years of declining sales and believes a single commercial cannot capture the full scope of its reset. The company hired CEO Bob Broderdorf a year ago and registered its first annual sales increase in 2025. Jeep plans multiple new and updated models in 2026 and aims to sell one million U.S. vehicles annually this decade.
Read at InsideHook
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