For 75 years, Jeep had driven people to new discoveries.

So on advertising’s biggest stage, we decided not to turn to a well-known artist, or an already-famous track. We decided to introduce the world to something –and someone— new.

We made “4x4ever” – an original piece of content, in partnership with an emerging artist.

What better way to capture the brand’s pioneering spirit, and the curiosity of all those who shared it?

We launched a :60 second commercial during SUPERBOWL 50 that was a ‘sample’ of the 4x4ever Song and Music Video that was to follow online through all Jeep’s social channels for easy sharing.

4x4ever reached the largest audience of the year during Super Bowl 50, and made the most of the exposure. It generated immediate engagement and sparked a sustained conversation, with fans of the brand and the song clamoring to discover more – “what was it?,” “who did it?,” “where could I get it?,” and “was that a ‘Jeep Wave’ I saw in there?!” It was exactly the sense of curiosity and exploration we were aiming to ignite.

It became a galvanizing anthem for our core Jeep enthusiasts, who have claimed #4x4ever as a social badge of honor. And above all, it has helped drive incremental sales growth for the brand, on both a short-term and sustained basis.