Jeep uses Tupac’s ‘California Love’ track in new global campaign

The Stellantis brand’s ‘Famous for Freedom’ effort will run on several continents

Published On
Aug 28, 2023

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Jeep is injecting some California vibes into its newest global campaign by using one of the most popular rap songs ever written about the Golden State.

“California Love,” the Tupac Shakur and Dr. Dre classic first released in 1995, backs a new ad plugging the 2024 Jeep Wrangler as part of the new “Famous for Freedom” campaign from Chicago-based Highdive.

The spot, directed by Dave Meyers at Radical Media, was filmed in California and includes scenes of Jeeps rolling through landscapes such as the Pismo Beach Sand Dunes and urban Los Angeles.

Olivier Francois, global chief marketing officer of Jeep parent Stellantis, in a statement said: “As the ’90s see a renaissance throughout fashion, film and music, we want to tap into the nostalgia from that decade while recognizing the unique hold that the Wrangler has across the entire automotive and cultural landscapes.” The brand is also trying to get in on buzz surrounding hip-hop’s 50th anniversary.

A 30-second version of the ad will run on TV. In addition to the U.S., the campaign will air in Europe, China, Japan, Korea and Australia.

It marks the first time “California Love” has been used in an auto ad, according to Stellantis. But it’s not the first time the spot has been used in a commercial—Beats by Dre used it in an ad starring LeBron James a few years ago. 

Jeep is using the song to connect with “this community of dreamers and doers who seek to live freedom-fueled lives,” Lucy McLellan, Jeep’s senior VP, global head of marketing and communications, said in a statement.