Jeep has taken a classic automotive advertising trope—the car reveal—and spun it into a racy and unexpected direction to promote the 2026 Grand Wagoneer. According to MarketingDive, the new marketing effort, titled “The ‘Family’ SUV,” features comedian Iliza Shlesinger and hinges on a startling claim: the vehicle is ideal for making a family, not just fitting one.
The long-form video begins with a porn-groove soundtrack before the vehicle is revealed by Shlesinger, who is draped in the fabric used for the cover. She then clarifies that the Wagoneer doesn’t merely have room for the whole family; it boasts enough space to “make a whole family.” This insight was drawn directly from a 2023 Jalopnik post that named the Grand Wagoneer the best car to have sex in. The video then cuts to Shlesinger pitching her bawdy ad concept to a fictional Jeep marketing team, concluding with the comedian nominating herself to be Jeep’s next CFO—and the “F” doesn’t stand for family.
The campaign, created with Chicago-based agency Highdive, aimed to craft a video that would earn media attention and build buzz beyond traditional automotive enthusiasts, while still positioning the vehicle as a family SUV. Chad Broude, co-founder and co-chief creative officer at Highdive, stated the agency sought an answer to the question, “How do you do this in a way that doesn’t just put a bunch of kids in the backseat with car seats and all that stuff?” He noted that the Jeep team loved the racy concept immediately, greenlighting it faster than any other idea presented.
To successfully execute the concept, Highdive proposed Shlesinger, who provided the right tonal balance. Her stand-up often “teeters back and forth between telling jokes of what it’s like to raise a family, but she also goes and tells jokes about her sex life,” Broude said. The campaign uses a video-about-an-ad, or “meta structure,” which allows the fictional marketing team to serve as a voice of reason that can speak to the vehicle’s practical features, such as a center console cooler and safety features, in a compelling way. The narrative structure keeps the three-minute-long creative engaging for its full runtime.
The long-form version is running on the brand’s YouTube channel, with shorter cutdowns deployed across social platforms like TikTok, X, Instagram, and Facebook. Broude stressed the importance of making long-form content engaging enough to hook people the entire time, noting the delicate balance required for the controversial approach. Regarding the execution, Broude stated: “We just have a great relationship — it’s very trusting — and obviously we knew we had to walk the tightrope, because this could get gross or crass if handled the wrong way.”
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