Derek Jeter will star in Grand Wagoneer’s new “Eyes Wide Open” campaign as part of a long-term partnership with his wife, model and television presenter Hannah Jeter.
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DETROIT – New York Yankees legend Derek Jeter and his wife Hannah Jeter have agreed a multi-year deal with Jeep to promote the company’s Grand Wagoneer SUV.
Hall of Famer shortstop and model and TV presenter Hannah Jeter will star in a new ad campaign for the full-size luxury SUV. A 60-second commercial featuring the vehicle and the pair aired Friday night during the first game of the Major League Baseball World Series between the Houston Astros and the Philadelphia Phillies.
Olivier Francois, chief marketing officer for Stellantis, which owns Jeep, said the Jeters were chosen because of their family, rise to fame and connection to Michigan. Derek Jeter grew up in the state and that’s where the big SUV is produced.
“We needed a personality that would symbolize American success,” Francois told reporters during a media briefing. “You are simply the embodiment of the American Dream.”
Stellantis, which was formed in January 2021 from the merger of Fiat Chrysler and France-based Groupe PSA, declined to comment on the costs of the partnership and advertising campaign.
The Grand Wagoneer, which can top $110,000 fully laden, is a three-row luxury SUV. It’s an important product as the quintessential American SUV brand tries to break into the upscale market.
Francois, known for creative celebrity ads, likened the new campaign to a 2011 Super Bowl ad starring Detroit rapper Eminem.
Similar to the Eminem commercial, the Jeters commercial alternates between scenic city scenes, a vehicle and the stars, with a voice-over that dramatically talks about rebirth, dreams and success.
The campaign was shot in New York City, including Greenwich Village, as well as in upstate New York. It was developed in collaboration with the Highdive agency in Chicago.