A new online commercial for the 2026 Jeep Cherokee takes a comedic look at what would happen if a family took its Big Mouth Billy Bass on a trip to the river in its midsize SUV.
“Billy Goes to the River” takes viewers on what starts as a sweet father-son drive when the young boy innocently seeks to fulfill Billy’s request to “take (him) to the river,” and it ends with far less than expected results.
“While we didn’t air a commercial in the Big Game telecast this year, we still wanted to show up with something to say,” says Olivier Francois, global chief marketing officer for Stellantis, which has its North American headquarters in Auburn Hills. “This spot was built very intentionally around the 140 driver-assistance features of the all-new Jeep Cherokee hybrid — because safety matters, but it has to be expressed in a way that’s true to Jeep.
“‘Billy Goes to the River’ delivers humor and a bit of chaos, but always in service of a concrete message.”
The commercial infuses AI-forward methodology through Parliament, an AI-forward post-production company, marrying practical effects and CG elements to create the most realistic sequences with real footage. All of the animals featured are digital generations. No real animals were used in the spot.
“Billy Goes to the River” was created by Jeep in partnership with Chicago-based agency Highdive, also behind one of the Jeep brand’s latest commercials “Wild Thoughts.”
“From crossing rivers to crossing generations, Jeep has spent 85 years driving freedom and adventure — and ‘Billy Goes to the River’ reconnects the brand with that enduring sense of fun,” says Bob Broderdorf, CEO of the Jeep brand.
The 2026 Jeep Cherokee hybrid, starting at $36,995, features a new 1.6-liter turbo-four hybrid engine, offering an estimated 37 mpg combined and more than 500 miles to a tank of fuel.
“The all-new 2026 Jeep Cherokee 4×4 hybrid, now arriving at U.S dealerships, brings drivers over 500 miles of range on a single tank so adventure is always within reach,” says Broderdorf.
In Related News: Jeep’s brand’s yearlong Twelve 4 Twelve celebration continues with the limited-edition 2026 Jeep Wrangler Willys 392, which is equipped with a 6.4-liter HEMI V-8.
“Our Wrangler Willys has always represented the purest expression of Jeep capability,” says Broderdorf. “Our community has been clear, they want a Wrangler that returns to a more classic, back‑to‑basics formula, paired with the unmistakable power of a V-8. The Wrangler Willys 392 is our answer, building on our commitment to expand V-8 availability across the Wrangler lineup.
“It delivers the heritage simplicity people love, the HEMI performance they’ve been asking for and the kind of value that makes this Jeep more accessible than ever. It celebrates everything that built this brand while pushing Jeep excitement into its next era.”
The Wrangler Willys 392 comes equipped with a comprehensive list of standard performance, capability and comfort features, including:
- 35-inch BF Goodrich KO2 tires on 17-inch beadlock-capable wheels (11.1 inches of ground clearance).
- Tru-Lok electronic locking rear differential.
- Selec-Trac full-time transfer case.
- Third generation Dana 44 heavy-duty solid front and full-float rear axles.
- 56 axle ratio.
- Rock rails.
- Winch capable steel front bumper.
- Steel rear bumper.
- Cold air intake hood with water separator.
Additional standard equipment includes Willys hood decals and heritage 4WD rear graphics, LED exterior lighting, Nappa leather heated/power front seats, an Alpine nine-speaker premium audio system with subwoofer and 552-watt amplifier, a 12.3-inch touchscreen radio with navigation, four programmable auxiliary switches and the Trailer Tow Package. The Willys 392 also expands its palette in March with the arrival of Goldilocks, a rich, heritage‑inspired exterior color that adds a fresh standout option for 2026.
Orders for the new 2026 Jeep Wrangler Willys 392 will open in March, with a starting MSRP of $69,995 (excluding $1,995 destination).
In Other Related News: Stellantis’ Dodge brand its cranking up power of choice for SIXPACK-powered 2026 Charger Scat Pack and Charger R/T models with two new customization options: a stealthy new Satin Black hood graphic and Fratzog logo-patterned dual stripes.
The new appearance upgrades complement the SIXPACK-powered Charger’s performance hood and widebody stance while honoring the Charger muscle car’s heritage-inspired design.
“This is just the start of what owners can expect when it comes to customizing the all‑new SIXPACK-powered Charger,” says Matt McAlear, CEO of Dodge. “Our enthusiasts want personalization options, and the Fratzog dual stripes and new Satin Black hood graphic are just the beginning in turbocharging customization for the SIXPACK. We’re leaning all the way in on factory‑backed personalization choices so customers can build their Charger their way.”
The new Satin Black hood graphic offers a high‑contrast accent point to the Charger’s available exterior colors and accentuates the Charger’s sculpted power dome. The Satin Black graphic is positioned in the center of the hood, extending to the unique SIXPACK hood bezel.
Using the Fratzog logo, the new symbol of Dodge brand next-generation vehicles, Satin Black Fratzog dual stripes help the Charger stand apart from the pack with red trim accents and a unique, repeating Fratzog logo pattern that fills the inside of each stripe.
The new Satin Black hood graphic is available for order starting at a U.S. manufacturer’s suggested retail price (MSRP) of $395, with Fratzog dual stripes for the SIXPACK-powered Charger available at an MSRP of $1,695.
