Brand: Jeep/Stellantis
Campaign: “This is Us”
Agency: Ten35

Twenty-seven years after ceasing production, Jeep announced it would revive the fan-favorite Wagoneer model in 2022. Costing just over $86,000 at the base level, this vehicle offers luxury on four wheels.

Wanting to ensure the growing demographic of wealthy Black families considered the Wagoneer as their new family car, Jeep came to Ten35 asking for a television spot that used subtle cultural cues to speak to affluent Black viewers.

Armed with a limited budget and a lot of heart, our team built “This Is Us” with only pre-existing footage. Our investment in a custom-commissioned song spoke to our target demographic and relayed a tone of ease and freedom. Our final cut reminds viewers that success is only as enjoyable as the people you have to share it with.