Jeep and Marvel Tap RSA Films to Salute Real Captains of America
Jeep® brand and Marvel reveal the next phase of their marketing and product collaboration today, with the launch of the Summer of Jeep campaign, "The Original Superheroes."
Directed by RSA Films’ Anthony Leonardi III, "The Original Superheroes" captures the Jeep Wrangler A250 edition being airdropped from a military cargo plane in a striking homage to the Willys MB deployments of World War II.
On land, the Jeep brand's iconic nameplates, including Grand Cherokee, Cherokee, Gladiator, Grand Wagoneer and Compass, each driven by a real U.S. veteran, all captains across land, air and sea, close ranks alongside the Jeep Wrangler A250 Edition. The two pilots in the cargo plane are also veterans who served in other ranks.
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!”
"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 The veterans' service ranged from 3 -24 years; they are no longer active duty and all were honorably discharged (during the filming, a military consultant was on set to ensure authenticity and accuracy to military culture).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)
"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."
“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.”
"The Original Superheroes" long-form video will run across social media channels, with a 30-second cutdown spot for television.
CREDITS
CLIENT | JEEP
Jeep Brand Advertising: Dave Herkowitz
Jeep Brand Advertising: Tim Brothers
Jeep Brand Advertising: Matt Caruana
Jeep Brand Advertising: Kenny Kelly
CLIENT | MARVEL/DISNEY
Creative Director: Andy Staub
Creative Producer: Niko Whelan
Art Director: Ariana Vallenilla
Client: Andrew Nickolas
AGENCY | HIGHDIVE
Executive Creative Director: Jeremy Adams
Creative Director: Rick Ewing
Executive Producer: Jenny Hoffman
Vehicle Specialist: Chris Bailey
PRODUCTION CO | RSA FILMS
Director: Anthony Leonardi III
President/EP: Luke Ricci
Executive Producer: Jenni Sprunger
Head of Production: Sarah Morrison
Producer: Nathaniel Greene
Associate Producer: Natalie Orsi
Main DP: Claudio Miranda
DP, 2nd Unit: John “Skotch” Skotchdopole
Arm Car Driver: Matt Moss
Production Designer: Craig Reynolds
EDIT | UPPERCUT
Executive Producer: Mila Davis
Producer: Harrison Draper
Editor: Pieter Viljoen
Assistant Editor: Hans Choi
VFX | ARTJAIL
Executive Producer: Patrick Nugent
Executive Creative Director / Partner: JD Yepes
Creative Director: Corey Brown
