Jeep and Marvel Reframe Heroism in ‘The Original Superheroes’

Jeep and Marvel have revealed the next phase of their marketing and product collaboration with the launch of the Summer of Jeep campaign, 'The Original Superheroes.'

The anthemic 'The Original Superheroes' spot reframes heroism by spotlighting the real-life men and women whose missions Jeep vehicles once supported on the front lines. It features veterans of the armed forces who served as captains and celebrates the brand’s Wrangler, Grand Cherokee, Cherokee, Gladiator, Grand Wagoneer and Compass. The new spot is directed by Anthony Leonardi III and produced by RSA Films, who also teamed for Origin Story which kicked off the Summer of Jeep campaign in May.

Leonardi is known as one of the industry’s most imaginative storytellers, with a distinctive style that delivers a visually rich, action packed and always entertaining cinematic experience. He has worked extensively on brand partnerships with the Marvel Universe and relished the opportunity to collaborate with Jeep via Highdive.

'The Original Superheroes' reframes heroism by spotlighting the real-life men and women whose missions Jeep vehicles once supported on the front lines, reinforcing the idea that heroism is not fictional, it is forged through service, selflessness and courage. The veterans' service ranged from 3 -24 years; they are no longer active duty and all were honourably discharged (during the filming, a military consultant was on set to ensure authenticity and accuracy to military culture).

The featured captains include:

• Capt. Gary Neuger (Jeep Wrangler A250 driver)
• Capt. Kschris Anda (Jeep Wrangler driver)
• Capt. Scott Kennedy (Jeep Grand Cherokee driver)
• Capt. Joz McCaw (Jeep Cherokee driver)
• Capt. Margaret McCoy (Jeep Compass driver)
• Capt. Roberto Portales (Jeep Gladiator driver)
• Capt. Hiram Murray (Jeep Grand Wagoneer driver)

“Each Jeep is so unique that I treated them as individual characters in the story,” Leonardi said. “The real challenge was finding actual terrain that could test them – they made even serious off-road conditions look effortless. We did a lot of scouting to find the right runs that would feel exciting and formidable on screen for each vehicle. And working with the real-life captains was such a pleasure – and so easy – because they didn’t need to become their characters. They already are them.”

Leonardi and his team filmed over three days on California’s El Mirage dry lakebed. “Nature was out in full force,” Leonardi said. “We were hit with a barrage of dust devils ranging from small to the size of our entire base camp. Never a dull moment on the shoot!”

"Since 1941, the Jeep brand - like Captain America - has been shaped by service to something bigger than itself," said Olivier François. "'The Original Superheroes' honors our shared 85-year legacy in the most genuine way possible, celebrating Captain America's symbolism while recognizing the real people who inspire it. By spotlighting real veterans, captains across land, air and sea, it's a powerful reminder of what leadership, service and true heroism look like."

"Our lineup, from Jeep Wrangler to Grand Wagoneer, reflects 85 years of Jeep heritage built on proven capability, authentic freedom and a bold spirit," said Bob Broderdorf, Jeep brand CEO. "For generations, including the servicemen and women who first relied on Jeep vehicles, the brand has stood for more than transportation; it has symbolized resilience, freedom and the ability to go anywhere, do anything. With the Summer of Jeep, we're bringing that legacy to life across our portfolio. Our collaboration with Marvel pairs two iconic brands rooted in adventure and courage, making it a natural fit to showcase vehicles that continue to set the standard for capability and exploration today."