The Jeep® brand is marking the launch of the new 2024 Jeep Wrangler and Jeep Wrangler 4xe with the debut of its “Famous for Freedom” global marketing campaign. The campaign debuts as the 50th anniversary of hip-hop music is celebrated and acknowledged for the role it has played in transforming marketing and culture. It features 2Pac’s legendary “California Love” 1995 track which is the first time to be used in an automotive commercial.
“Music has long played a pivotal role in our rich history of advertising, and as the industry marks the 50th year of hip-hop, the Jeep brand has been granted the enormous honor of incorporating the elusive ‘California Love’ anthem track into our ‘Famous for Freedom’ campaign for our new 2024 Jeep Wrangler,” said Olivier Francois, global chief marketing officer, Stellantis. “As the ’90s sees a renaissance throughout fashion, film, and music, we want to tap into the nostalgia from that decade while recognizing the unique hold that the Wrangler has across the entire automotive and cultural landscapes. ‘California Love’ captures the spirit of the Jeep Wrangler and our owners around the world in a way no other can.”
The global marketing campaign, which will also air in Europe, China, Japan, Korea, Australia, and other markets around the world, signals the launch of the 2024 Jeep Wrangler and Jeep Wrangler 4xe, featuring the famous track “California Love.” This is the first time the song will be used in an automotive commercial.
The video was filmed in California to capture the culture, landscapes and lifestyle that make the Jeep Wrangler and “California Love” track so iconic. Scenes from the Pismo Beach Sand Dunes to the Los Angeles skyline and additional California texture bring the lyrics of the track to life. Adding to the film’s authenticity, it also features several real Jeep brand owners making appearances throughout.
“Famous for Freedom” was directed by Grammy-winning director Dave Meyers at RadicalMedia. Over the past 20 years, Meyers has directed music videos for artists like Drake, SZA and Kendrick Lamar, as well as commercials that have shaped culture. He has firmly established himself as one of the industry’s most prolific and sought-after directors, which is why he was a perfect match for the Jeep Wrangler “Famous for Freedom” campaign.