Jeep Launches Big Game Week Spot Starring Big Mouth Billy Bass

Jeep is making noise during the ad industry’s biggest week, just not in the Big Game itself.

Instead of buying a Super Bowl slot, the brand has released an online-only film for the all-new 2026 Jeep Cherokee hybrid, strategically timed to land alongside the flood of game-day campaigns. The spot, ‘Billy Goes to the River’, stars an animatronic Big Mouth Billy Bass getting its first taste of the wild.

Created with Chicago agency Highdive and directed by O Positive’s Jim Jenkins – who previously helmed Jeep’s Emmy Award-nominated ‘Groundhog Day’ Super Bowl spot from 2020 – the film blends puppetry, AI, CGI and live action.

The story follows a father and son taking a drive in the new Cherokee hybrid after the wall-mounted singing fish requests to be taken “to the river”. What starts as a wholesome trip quickly turns into chaos involving bears and a bald eagle.



The idea for the campaign grew directly from Jeep’s long-standing association with adventure, says Chad Broude, co-CCO of Highdive, speaking with LBB. “What better story to tell than a famous American character that has been begging to go to the water for 30 years and how Jeep Cherokee is the one to finally get it there...with some surprises along the way,” he says.

From a craft standpoint, the spot leans heavily into VFX. Post production was handled by Parliament, which used an “AI-forward methodology” combined with practical effects, CGI and real footage. All of the animals were digitally generated, with no live wildlife used during production.

The shoot itself, adds Chad, “was a blast”. He says, “I don't think I've ever laughed this hard on set in my entire career. We've had a lot of success partnering with O Positive and Jim Jenkins. The last two spots we made with him were Emmy nominated. Add great partners like Olivier Francois and Randy Ortiz [from Stellantis], it reminds you why you love the job.

What’s more, Jim’s role extended well beyond directing. “Jim was integral to this project. Whenever we work with him, he's so much more than a director. He's a writer, creative director, he's in the edit with you. In every way he's an extension of the team. When it comes to comedy, there is no one better in the business.”

“While we’re not airing a commercial in the Big Game telecast this year, we still wanted to show up with something to say,” said Olivier Francois, global chief marketing officer at Stellantis, the brand’s parent company. “If there were a prize for the best Big Game commercial that’s not in the Big Game, this is the ad we’d submit.”

Olivier added that the humour and absurdity are designed to spotlight the SUV’s substance, particularly its 140 driver-assistance features, without sacrificing Jeep’s playful tone.

Jeep CEO Bob Broderdorf positioned the film as a continuation of the brand’s long-standing spirit of adventure, tied to the launch of the hybrid model.

To extend the joke beyond the screen, Jeep will also release a limited-edition Jeep-branded Big Mouth Billy Bass for fans across its social channels.