Stellantis banks on 'Mission: Impossible' collab to boost Jeep sales

Jeep is going full Hollywood. (3 min. read)

Author

Marcus Amick
May 16, 2025

Stellantis $STLA ( ▲ 0.47% ) owned Jeep is turning dealership showrooms into action movie sets.

The details: In the brand’s latest advertising partnership with the upcoming film “Mission Impossible: The Final Reckoning,” customers hover on suspension wires above Jeep Wranglers (à la Tom Cruise) while giving shoppers a literal bird’s eye view of the vehicles.

  • The 30-second spot features a couple in a dealership suddenly hovering on wires over a Wrangler Rubicon, as the salesperson takes them through the Jeep’s details.

  • Titled “Top-Down Inspection,” the ad will run across television, digital, and social media channels for the film—which opens in theaters May 23.  

  • In the highly anticipated film, Cruise's character drives a Jeep Wrangler 4xe, and there’s a Jeep Gladiator featured in the film as well.

What they’re saying: "This campaign is a natural fit for two iconic brands that represent the absolute peak of adventure and pushing the limits of capability, which go hand-in-hand with experiencing thrilling, sitting-on-the-edge-of-your-seat moments, to join forces and hopefully inspire audiences to embark on their own epic journeys this summer,” said Lucy McLellan, Head of Brand Global Marketing and Communications for Jeep.

Why it matters: By aligning with "Mission Impossible," Jeep is deliberately connecting its vehicles with high-performance adventure and capability at a time when the brand faces intensifying competition in the off-road and SUV markets. With the film's trailer already generating 20 million YouTube views in a month, Jeep is tapping into a massive global audience right before the critical summer sales season.

Between the lines: At face value, it might appear to some that the Jeep “Mission Impossible” is nothing more than an advertising campaign, something routine in the auto sector. However, on a grander scale, it’s a sign of how much Stellantis is banking on the brand’s revival to improve its profits, by showcasing the breadth of the nameplate.

  • The Jeep product placement in “Mission Impossible: The Final Reckoning” doesn’t include just any Jeeps, it prominently features the Wrangler 4xe and a Gladiator.  

  • The “Mission Impossible” campaign comes on the heels of a Super Bowl ad for the Jeep brand featuring Harrison Ford titled “Owner’s Manual,” which also starred a Wrangler 4xe.

Bottom line: Stellantis needs Jeep to succeed. With the brand historically delivering 30% of the company's North American profits, these high-profile partnerships are calculated investments to protect its market relevancy. Time will tell if it pays off.

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