Stellantis has activated retired New York Yankees shortstop Derek Jeter for a marketing campaign selling Jeep’s new Grand Wagoneer SUV, with the leadoff spot debuting throughout Friday evening’s World Sequence Recreation 1 between the Philadelphia Phillies and Houston Astros.

The multiyear marketing campaign, dubbed “Eyes Broad Open,” will start with a one-minute industrial that includes photographs of Jeter, his spouse, Hannah, and little one actors taking part in their three daughters. It was shot in numerous settings in and round New York utilizing a 2023 Jeep Grand Wagoneer L, an extended-wheelbase model of the big SUV — and the most costly manufacturing Jeep ever.

Jeter — a first-ballot Baseball Corridor of Fame inductee and 14-time All-Star with 5 World Sequence championships throughout his 20-year profession with the Yankees — is an skilled pitchman who has appeared in quite a lot of promoting campaigns throughout and after his profession, together with for Stellantis rival Ford Motor Co.

Stellantis advertising and marketing chief Olivier Francois stated the corporate selected Jeter and his spouse, an expert mannequin, as a result of the automaker “wanted a character that symbolizes American success … and American aspiration. We needed somebody relatable to our prospects — that is at all times key.” He stated the automaker was “searching for the form of one who authentically may embody our three-row SUV.”

Francois stated the suggestion to rent Jeter got here from his crew. “As a Frenchman, baseball will not be my forte, no? Europeans are all about soccer, however not baseball. However information are information. I did my homework, and the crew was actually eloquent. Even to a Frenchman, it turned very clear: Derek is among the most well-known baseball gamers of all time. That is official; that is a truth. And he is additionally a businessman, household man and a drive in in style tradition.”

He additionally famous that Jeter has a powerful Michigan connection, having grown up in Kalamazoo.

Neither Derek or Hannah Jeter converse within the first collection of commercials proven to reporters. Nevertheless, Francois stated that later within the multiyear, multiplatform marketing campaign, the couple would take talking roles in addition to promote the Wagoneer and Grand Wagoneer on their very own social platforms.

Jeep North American model head Jim Morrison stated that since their introductions final 12 months, the Wagoneer and Grand Wagoneer have been “attracting nearly all of new prospects for us, and that is actually good, bringing new prospects to our sellers and into the showrooms.” He stated the brand new advertising and marketing marketing campaign ought to assist the Wagoneer subbrand seize additional market share. “This newest advertising and marketing marketing campaign will probably be simply precisely what we have to push it over the sting.”

The marketing campaign was created in partnership with Highdive company in Chicago.