A Baby Carnotaurus Takes a Joy Ride in Jeep’s Jurassic World Dominion Campaign

The Jeep brand once again teams up with Universal Pictures and Amblin Entertainment for the global marketing campaign for Jurassic World Dominion, the epic conclusion to the Jurassic era, now playing in theatres. The campaign features a playful 60-second Jeep brand commercial, directed by Mimi Cave out of Reverie Content and created in partnership with Chicago-based advertising agency, Highdive.

The one-minute filmed commercial shows a Jeep Wrangler 4xe owner finding a newly hatched Carnotaurus in his own yard and deciding to faithfully take care of it. He takes the baby dinosaur on off-road adventures (engaging electric mode when quiet is called for) and daily walks along the avenue, before finding its mother during a camping adventure … with unexpected results. Turns out it was just his imagination running wild. Or was it?

"Almost 30 years ago, moviegoers saw Dr. Ian Malcom escape danger from dinosaurs in 1993’s  'Jurassic Park,’ while riding in the back seat of a 1992 Jeep Wrangler," said Olivier Francois, global chief marketing officer, Stellantis. "We paid homage to that iconic scene in the Jeep brand's 2018 Big Game commercial, which then featured the new Jeep Wrangler, as the next extension of our relationship with Universal Pictures and Amblin Entertainment. Here we are now in 2022, and we continue to see the evolution of the Jeep brand around the world with electric plug-ins, including the Jeep Wrangler 4xe and Grand Cherokee 4xe, which are quite literally charged for any adventure, this time with a four-legged passenger of a different kind riding along in the front seat." 

As a feature-film director herself, Mimi was well-suited to bring to life a collaboration of this seismic proportion, understanding the nuances and exigencies of both the film and commercial spaces. In a short 60-seconds, Mimi captures the iconic ‘Jurassic World’ humour, adventure, and rapture we all know and love. 

“The ‘Jurassic World’ films are so iconic. Getting to work with this team and with the dinosaurs is something you don’t pass up,” says Mimi. “Colin Trevorrow and the teams at Universal, ILM, and the Jeep brand, were all collaborative and willing to create something with a wink, yet still upheld the epic nature of the franchise.”

"The 'Jurassic' film series is known for its epic scope and thrilling action and 'Jurassic World Dominion' is taking audiences on an adventure where no 'Jurassic' film has gone before," said David K. O'Connor, president, franchise management, brand management and global partnerships for Universal Pictures. "The Jeep brand has been driving our audiences on unimaginable adventures, on-screen and off, since the first film in 1993 and we're thrilled to share the road with them, this time and every time."

The global campaign will run in markets around the world, including in North America, Europe, Middle East, and Asia Pacific.​​ In addition to the 60-second filmed commercial, the marketing campaign in the US includes a 30-second broadcast spot, and content across Jeep brand's social media channels, including behind-the-scenes footage showing the making of the commercial.