Famed tennis player, fashion model, and TV host Hannah Jeter and her husband, hall-of-fame New York Yankees short stop Derek Jeter, have signed an agreement to be long-term spokespeople for the Jeep Grand Wagoneer.
The first fruits of this collaboration will be broadcast in a 60-second launch spot called “Eyes Wide Open” that will debut during the first game of the MLB World Series tonight. The series sees the Philadelphia Phillies play the Houston Astros.
Shorter 30- and 15-second versions of the ad will subsequently run across multiple media platforms, including on TV, on social media, and digital media platforms. Still ads based on the same concept will also run in printed media.
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Family is one of the big themes running through the video, because of the Grand Wagoneer’s scale. Stellantis says it turned to the Jeter family because it has used social media to great effect to show its time together, including trips to Miami, New York, and more.
“Family means everything to both Hannah and me,” said Derek Jeter. “Valuing the time we spend together and working to achieve the goals we set together are critically important, and those are priorities that have been imprinted on me from the example my parents set. I was raised in a city not far from where the Grand Wagoneer is built in Michigan, and this partnership means a lot to me to tap into that rich history and share it with our children.”
The video also plays on themes of success and how a luxury vehicle like the Grand Wagoneer is indicative of that success. The “Eyes Wide Open” title refers to the vehicle’s ability to allow drivers to experience the American dream in their waking life.
“Wagoneer is steeped in American history, technology, and sophistication, that supports our customers’ active lifestyle” said Jim Morrison, senior vice president and head of Jeep brand North America. “The Grand Wagoneer Obsidian driven by Derek and Hannah Jeter, embodies American authenticity with an interior that has artisan levels of craftsmanship. And with the all-new Hurricane Twin Turbo 510 engine, delivering 510 horsepower [380 kW/517 PS] and 500 lb.-ft. [678 Nm] of torque, the Grand Wagoneer offers the power, range and dynamics that everyone, including one of America’s most celebrated ballplayers, can truly appreciate.”
You can watch the full 60-second spot, which was created in partnership with the Highdive agency in Chicago, above.
