During Super Bowl week, when brands traditionally compete for attention through costly broadcast slots, Jeep has chosen a different route. Rather than investing in a high-profile television appearance, the automaker has unveiled an online-only campaign to introduce the 2026 Jeep Cherokee hybrid, leveraging digital platforms to reach audiences without stepping onto the Big Game stage.
The new film, titled “Billy Goes to the River,” brings back an unlikely pop culture icon: the animatronic singing fish known as Big Mouth Billy Bass. The humorous spot, created in partnership with Chicago-based agency Highdive and directed by Jim Jenkins of O Positive, blends nostalgia with modern visual effects to highlight the adventurous spirit of the new hybrid SUV.
Timed strategically to coincide with the surge of Super Bowl advertising, the campaign positions itself as part of the conversation without carrying the multimillion-dollar price tag of a broadcast commercial. According to the brand, the goal was to make an impact through creativity rather than traditional media spending.
The storyline follows a father and son embarking on a road trip in the new Cherokee hybrid after their wall-mounted fish makes an unusual request to be taken “to the river.” What begins as a lighthearted family outing quickly evolves into a chaotic outdoor escapade involving digitally generated wildlife and unpredictable twists.
From a production perspective, the project relied on a sophisticated mix of techniques. Puppetry, CGI, artificial intelligence tools, and live-action footage were combined to create a seamless and playful visual experience. Post-production work was led by Parliament, which employed an innovative approach to integrate real-world filming with advanced digital effects. All animals appearing in the commercial were computer-generated, ensuring that no live wildlife was involved.
For Highdive co-chief creative officer Chad Broude, the idea aligned perfectly with Jeep’s long-established identity. “Jeep has always stood for adventure,” he explained. “Telling the story of a classic American character finally getting to the water after decades, with the Cherokee hybrid as the vehicle that makes it possible, felt like the perfect narrative.”
The collaboration marked another chapter in the successful creative partnership between Highdive and director Jim Jenkins. Jenkins previously directed Jeep’s celebrated 2020 Super Bowl commercial and played a hands-on role throughout this project as well, contributing not only behind the camera but also in shaping the script and overall comedic tone.
Broude described the production as one of the most enjoyable experiences of his career. “The set was filled with laughter,” he said. “Working with Jim goes far beyond traditional directing. He is deeply involved in every stage, from writing to editing, and his instincts for comedy are unmatched.”
Although Jeep deliberately avoided purchasing Super Bowl airtime this year, the brand still wanted to be present during the cultural moment. Olivier Francois, global chief marketing officer at Stellantis, explained the rationale behind the decision. “We wanted to participate in the conversation without being part of the telecast,” he said. “If there were an award for the best Super Bowl ad that never aired during the game, this would be our entry.”
Beyond the humor, the campaign also aims to communicate the technical strengths of the new Cherokee hybrid. The vehicle features advanced performance capabilities and a wide range of driver-assistance systems, elements that the brand wanted to highlight without losing its playful, lighthearted image.
Jeep chief executive Bob Broderdorf described the film as an extension of the company’s broader brand philosophy. “Adventure has always been at the core of Jeep,” he noted, adding that the new hybrid model represents the next evolution of that tradition.
To deepen audience engagement, Jeep plans to extend the campaign beyond the screen. A limited-edition, Jeep-branded version of Big Mouth Billy Bass will be released through the company’s social media channels, allowing fans to own a piece of the quirky story.
By sidestepping the conventional Super Bowl format and embracing digital creativity, Jeep is betting that originality and entertainment value can generate just as much buzz as a traditional television spot. In a crowded advertising landscape, the brand is proving that sometimes the road less traveled can be the most effective.
