Jeep's Super Bowl Ad, the Story Behind the Commercial

Luke Vandezande
by Luke Vandezande

Jeep’s Super Bowl commercial was all about honoring veterans, and continuing the story, Jeep is setting a day aside to recognize military service members in partnership with the USO.

“Operation SAFE Return” will take place this week at the new USO Warrior and Family Center in Fort Belvoir, Va. on Wednesday, February 6. Jeep employees will travel from across the country to volunteer for the event where former U.S. marine and celebrity chef John Besh will provide a meal.

Jeep frequently uses its history with the military, and this event is the real-world event featured during the brand’s emotionally charged Super Bowl spot.

Luke Vandezande
Luke Vandezande

Luke is an energetic automotive journalist who spends his time covering industry news and crawling the internet for the latest breaking story. When he isn't in the office, Luke can be found obsessively browsing used car listings, drinking scotch at his favorite bar and dreaming of what to drive next, though the list grows a lot faster than his bank account. He's always on <A title="@lukevandezande on Twitter" href="">Twitter</A> looking for a good car conversation. Find Luke on <A title="@lukevandezande on Twitter" href="">Twitter</A> and <A title="Luke on Google+" href="">Google+</A>.

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  • Steve UK Steve UK on Feb 07, 2013

    Nice to see the troops getting some recognition. Ok is a Jeep advert, but the message is a good one. Happier to drive my Grand Cherokee (diesel)in Englandtoday.

  • Cap'n Matt Cap'n Matt on Feb 09, 2013

    This commercial bothers me so much, I don't even know where to start. 1) this heartfelt commercial is about a decade late for jeep. USO does great things all the time....not just when jeep wants to release a new "military-like" product. 2) the wrangler that is designed for service members is a joke. No soldier,sailor,airman wants to operate their equipment all day and then drive something that looks like a wannabe motor pool vehicle created by monter garage. They gave it a star (ha) and an acronym ... I give it a new one: CF 3) their marketing said jeep towards active duty military with a price tag around $35k! Jeep needs to do some market research. 70% of our military can not afford this jeep. The ones that can are typically too mature for the juvenile silly graphics on it (wouldn't be caught dead driving it). finance will approve them....and give them a $1k military discount (so generous)....they know the money is guaranteed because if collection is filed, the DOD will stipend their paycheck. As a combat vet, I'll say thanks but no thanks jeep. We are cutting our total force strength...welcoming us home and selling an expensive jeep to us may not work. How about a jeep for other rugged people....firefighters, cops, lumberjacks? about politician edition...because they are they only ones getting paid well enough to afford it and not vulnerable to job cuts!