From Rugged to Risqué: Jeep Gets Cheeky With the Grand Wagoneer

Jeep’s traded mud for mischief.

In its new “The Family SUV” campaign, the brand ditches stoic adventure tropes and hands the mic to one of my favourite comedians of the moment Iliza Shlesinger, who pitches a hilariously risqué spin on the 2026 Grand Wagoneer’s true selling point, its dangerously comfortable interior.

The idea came from a Jalopnik article calling the Grand Wagoneer “the best car to have sex in.” Jeep and agency Highdive took that headline and ran with it, turning it into a social-first film where Shlesinger pitches the car in a fake marketing meeting.

It’s a bold positioning shift for a brand better known for hauling familys around, the school runs and holidays. But the timing makes sense, parent company Stellantis saw revenues drop 17% in 2024, and Jeep’s moving fast to stay culturally relevant and broaden its luxury appeal.

Behind the laughs, I think it’s a smart strategy. Humour makes premium feel human. By letting Shlesinger steer the tone, Jeep reframes “family SUV” from safe and boring to playful and real — showing that adventure doesn’t stop when the car seats go in.

Class that, Jeep.

p.s. If you haven’t seen Shlesingers incredible show, A different Animal, go check it out on Prime Video.