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Jeep
1943
Willys-Overland launched this wartime campaign to emphasize Jeep’s global military reach. The fighting Jeep phrase appeared in Saturday Evening Post ads showing combat scenes across multiple theaters. The car slogan made Jeep a household name during WWII’s peak years.
1945
When WWII ended, Jeep came up with this transitional slogan. It helped Jeep transition into civilian sales. The campaign featured Sessions’ paintings of Jeeps transitioning from battlefields to American farms. The campaign successfully proved that Jeep was born for war but ready for peace.
1946
Willys-Overland simplified their message for post-war consumers seeking practical vehicles. The direct call to get a Jeep replaced its earlier wartime messaging. The slogan targeted Americans ready to purchase surplus military technology for civilian use.
Late 1940s
The CJ-2A was created for America’s 5.5 million farmers. This slogan showed that Jeep was your perfect companion if you worked in agriculture. Willys marketed their vehicle as the all-around farm work-horse capable of replacing two draft horses while operating ten hours daily without overheating.
Late 1940s
This industrial campaign promoted the CJ-2A’s power take-off capabilities for tools and equipment. Marketing emphasized how this powerhouse on wheels could run farm implements, saws, and industrial machinery beyond basic transportation needs.
1950s
Willys claimed market dominance during the recreation vehicle boom with this factual positioning. As the world’s largest maker of four-wheel-drive vehicles, they introduced popular models like the CJ-5 and CJ-6 to expanding civilian markets.
1963
When the revolutionary Jeep Wagoneer was launched, it came with this modernization slogan emphasizing a complete redesign. This all-new, all-Jeep vehicle pioneered the luxury SUV category. The campaign showcased its unprecedented comfort with traditional off-road capability.
Late 1990s
This authenticity campaign directly challenged imitators flooding the SUV market. The message that there’s only one trueJeep brand resonated so strongly that the slogan returned in 2024. An enduring message in a marketplace full of competitors.
Summer 2007
With this slogan, Jeep targeted adventure-seeking buyers with a lifestyle-focused message. The slogan gave you an invitation to have fun out there. And it came with teaser campaigns like “Fun Wheels” and “Sandbox” as the lineup grew to seven vehicles.
2009
This personal identity campaign connected individual lifestyle with brand ownership. The declaration I live, I ride, I am Jeep brought new energy to Jeep. It made Jeep ownership part of personal identity and adventure philosophy.
2010-2018
Wieden+Kennedy created this nine-year manifesto celebrating American manufacturing and design. The philosophical statement that the things we make make us emphasizes how Jeep vehicles shape their owners’ character through shared experiences and adventures.
2019-2024
This campaign featured real legends like Babe Ruth and James Dean. The purpose was to show earned greatness in Jeep owners. The message that legends aren’t born, they’re made paralleled Jeep’s eight-decade journey from military utility to cultural icon through consistent performance.
2024
The 2024 Wrangler launch used this campaign with hip-hop’s legendary “California Love” track. Being famous for freedom, it captured Jeep’s cultural significance while celebrating the 50th anniversary of hip-hop music in automotive advertising’s first use of this iconic song.
2024-Present
Jeep revived this successful 1990s tagline for its 30th anniversary. The return to there’s only one emphasizes authenticity while positioning the brand’s pivot into the EV market. The slogan proves messages transcend decades of market changes.
1940s-Present
Jeep’s most enduring and successful slogan. This brand promise has defined Jeep ownership for over 80 years. More than marketing copy, go anywhere, do anything represents the core philosophy that transforms vehicles into freedom machines for adventure-seeking owners across generations.
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