by Matt Konkle
Torque Managing Editor
One minute. Almost 14 million dollars. A few electric slides.
While many watching the Big Game Sunday were heavily invested in either team, Jeep itself was heavily invested in showing off the highly popular 4xe Wrangler and Grand Cherokee during a television commercial right at the two-minute warning of the game’s first half.
The nature-based ad features both vehicles cruising safari-style past a variety of dancing wildlife while an updated version of Marcia Griffiths’ classic song "Electric Boogie” played in the background.
“We’ve brought ‘Electric Boogie’ into the future with our new-generation 4xe electrified lineup to inspire our drivers and a new generation of listeners through a song and dance that embodies the adventure, spirit, and passion that our consumers hold for the brand,” said Stellantis Chief Marketing Officer Olivier Francois.
The modernized song re-recording saw Jamaican recording artist and reggae icon Shaggy join Griffiths and three other Jamaican female artists — Jamila Falak, Amber Lee and Moyann — to provide vocals while the brand’s plug-in hybrid 4xe Wrangler surged around bears, elephants, birds, bees and a snake. Not coincidentally, all were doing some version of the song’s catchy “Electric Slide” phrase as the vehicle’s driver and passengers served as a audience.
“This new campaign showcases our global 4xe electrification portfolio by capturing and celebrating the fun, light-hearted spirit of the Jeep brand,” said Jeep CEO Christian Meunier. “We continue to design and develop the most capable and sustainable Jeep SUVs to date, and this is why we say that 4xe is the new 4×4. This is a forward-thinking strategy on our path to becoming the leading zero-emission SUV brand in the world.”
The automaker recently announced a comprehensive plan for its next generation of fully electric vehicles and is looking to introduce four all-electric SUVs in North America and Europe by the end of 2025. Additionally, it is looking to have at least 50% of North American Jeep sales from fully electric platforms by 2030.
Jeep said the 4xe Wrangler is currently the top-selling PHEV in the United States and owners can expect an estimated 49MPGe and an overall 370 miles range. Multiple versions of the Wrangler 4xe are available, with the Willys 4xe option as the least pricy starting at $54,735.
The 4xe includes a Level 1 charging cable that the brand says can fully recharge the Wrangler in 12 hours. An optional Level 2 cable can do the same in about two hours.
The 2023 Big Game was the third most-watched television program in history, averaging just over 113 million viewers. Advertisers paid around $7 million for a 30-second commercial.
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