Jeep announced one of the most unusual advertising campaigns of the year. The brand promised to give away 100 Wrangler SUVs for free, a promotion timed to the FIFA World Cup 2026. The manufacturer decided to capitalize on the growing interest of Americans in football, which traditionally lags behind American football, baseball, and basketball in popularity.

However, participants will only be able to receive them if two conditions are met: they must be full namesakes of the nation's father, George Washington, and the US national team must win the FIFA World Cup 2026. This is why many American media outlets have already called the campaign both bold and very safe for the manufacturer.

For Jeep, this promotion has not only marketing significance. The Wrangler remains one of the brand's most recognizable models and a symbol of classic American SUVs. Amid growing competition and slowing sales in the market, the company is looking for new ways to attract attention to the model without traditional discounts and bonus programs.

The cost of a hundred Wranglers can exceed $5 million. But if the promotion helps the brand get millions of views and media mentions worldwide, such expenses may turn out to be significantly cheaper than a classic advertising campaign.

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