Jeep launches 360-degree ad blitz for 'Jurassic World Rebirth'

Jeep and Jurassic World Rebirth have thrown the advertising world back into the Jurassic era with their new high-decibel ad campaign in collaboration with Universal Pictures and Amblin Entertainment. 

The co-branded advertising and marketing campaign between the World War II-veteran Jeep brand and the seven-movie-strong Jurassic World franchise coincides with the release of Jurassic World Rebirth, set to hit theatres on July 2, 2025. 

Remember the iconic T-Rex chase scene from Jurassic Park (1993) where Dr. Ian Malcolm (played by Jeff Goldblum) finds himself with an injured leg, desperate to outrun the carnivore riding in the backseat of a jeep? That was a 1992 Jeep Wrangler Sahara.

Building on its three-decade-old association with the franchise, Jeep has released an ad film featuring a Jeep Wrangler being tested for the Jurassic Trail in a thrilling, dino-infested landscape.

Viewers witness the Wrangler skillfully navigating a jungle, water and rocky terrain with a Velociraptor, Tyrannosaurus, Spinosaurus, Compsognathus, Titanosaurus, Quetzalcoatlus, and even a baby Aquilops.

The photorealistic dinosaurs in the commercial are crafted by Industrial Light & Magic (ILM), the same American VFX studio responsible for the creatures in the feature films.

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Directed by Jeff Tomsic of Community Films, and executed by the Chicago-based advertising agency Highdive, this commercial throws one back to the original T-Rex chase with a peek into the 'Jurassic Park' lab as seen in the original movie.

Driving the strategic vision behind this cinematic partnership are Olivier Francois, Global CMO, Stellantis and Bob Broderdorf, Jeep CEO.

The 360-degree ad campaign not only includes the above-mentioned 30-second ad film to be aired on television but also behind-the-scenes videos on social media for fan engagement.

A longer ad film will be launched on Jeep’s Instagram, Facebook and TikTok channels later this week.

For Out Of Home (OOH) advertising, the brands have arranged a huge billboard in New York City's Times Square that will show a flying dinosaur alongside the Jeep Wrangler.

The campaign will also include in-store experiential marketing in over 2,000 American Jeep dealerships, wherein Jurassic World-themed merchandise such as posters, dinosaur egg mirror hangers, and claw/footprint decals will make the experience fun for customers.

For merchandising purposes, the campaign has introduced a ‘Jurassic Trail Rated’ badge designed by the Jeep brand team.

Jeep has a real ‘Trail Rated’ badge that certifies its vehicles have passed rigorous off-road tests in categories such as traction, water fording, manoeuvrability, articulation, and ground clearance. The Jurassic badge is a play on the real certification, implying that Jeep can navigate even Jurassic world.

Anticipation is also building around a range of undisclosed Jeep-branded Jurassic merchandise.

Further amplifying the buzz, the film's global press tour commenced in Mexico City’s Comic-Con Experience centre (CCXP) with a dramatic on-stage arrival by a Jeep Wrangler 4xe.

The vehicle is also slated for a red-carpet appearance at the US premiere of Jurassic World Rebirth in New York on June 23, maximising brand exposure alongside celebrities such as Scarlett Johansson, Mahershala Ali, and Jonathan Bailey, who lead the film's new ensemble cast.

This isn’t Jeep’s first rodeo in Jurassic World. Jeep celebrated the release of Jurassic World: Fallen Kingdom back in 2018 with a Super Bowl ad that paid homage to that iconic moment wherein Dr. Ian Malcolm outruns a T-Rex in Jeep.

Then there was the Jeep X Jurassic collaboration for Jurassic World Dominion in 2022. A 60-second commercial titled ‘Jeep x Jurassic World Dominion’ (or 'Dinosaurs in Our World') humorously depicted a Jeep Wrangler 4xe owner adopting a baby Carnotaurus as a pet.

Beyond the dino-verse, Jeep has also strategically collaborated with Mission: Impossible – The Final Reckoning with an ad film earlier this year, featuring both the Jeep Wrangler and Gladiator.

Jeep has been the vehicle of choice in Hollywood even beyond the Jurassic Park franchise. One can spot it in Clueless (1995), Tomb Raider (2003), Terminator Salvation (2009), Fast & Furious 7 (2014), Interstellar (2014), and many more feature films. Salman Khan’s Radhe (2021) also features a Jeep Wrangler in one of its action sequences.