Jeep Cherokee Meets Big Mouth Billy Bass In Ad Before Super Bowl

A new ad for the 2026 Jeep Cherokee Hybrid is here and it’s built around the most unexpected star imaginable, Big Mouth Billy Bass. The singing fish that once hung on walls across America is now begging to be taken to the river in a father-son fishing trip that spirals into mayhem.

This digital spot landed online February 4th instead of during the Super Bowl broadcast, timing itself perfectly to slip into the flood of previews, reactions, and hot takes that dominate the week. Jeep chose to skip the big game entirely so they could create a full-length ad without cutting corners for a multimillion-dollar ad spot. Airing it now let’s Jeep ride the massive wave of attention around Super Bowl commercials.

The whole thing is quirky and fun and a little bit weird. Big Mouth Billy Bass wails “Take Me to the River,” the family actually obliges, and suddenly you’re watching bears, an eagle cameo, and an escalating fish-out-of-water disaster that feels like someone spiked your nostalgia trip when you were looking the other way. Some will love the throwback chaos of this Jeep Cherokee ad, others will scratch their heads, but that’s exactly what makes it stand out from the parade of polished cute animals and feel-good moments that usually roll out around Super Bowl time. It leans hard into that early-2000s living-room gag and turns it into something unapologetically over-the-top.

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Why does this matter right now?

Super Bowl weekend turns the internet into one giant commercial watch party, with people refreshing feeds for early drops, rankings, and memes before the game even starts. Jeep’s February 4th release lets the ad sneak into those conversations without the insane cost of broadcast time, giving everyone something genuinely strange to talk about amid the usual polished spots. It’s a moment when quirky nostalgia can cut through the noise, especially with Big Mouth Billy Bass still popping up in retro threads and TikTok revivals.

The fish’s whole routine is baked into 2000s culture, that mounted trophy singing away while families stared in equal parts amusement and confusion. Jeep took that exact weirdness and ran with it, creating a spot that feels less like marketing and more like someone decided to see how far they could push a gag before it broke. For anyone scrolling ads this week, the Jeep Cherokee ad is the one that might make you pause, laugh, and remember it long after the game ends.

As odd as the ad is, there is a safety message beneath the nostalgia. You’re safe in the Jeep Cherokee, but there are no guarantees if you decide to jump in a river with a bear. Olivier Francois, global chief marketing officer for Stellantis, captured the spirit when he said “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.” He went on to add that if there were a prize for the best big game commercial not in the big game, this Jeep Cherokee ad is the one they’d submit.

It’s been a year of change for Jeep, with CEO Bob Broderdorf marking a year at the helm. His mission has been, and continues to be, refining the lineup to give people the vehicles they want at prices they can afford. He summed up the brand’s big push beyond the Jeep Cherokee, noting “Across our entire Jeep lineup, Jeep now offers better SUVs with better prices, more standard features, greater value, and a renewed focus on the technology and content our owners care about most.”

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How does it compare to rivals or alternatives?

Most Super Bowl-adjacent automotive spots lean safe, with adorable animals, touching family moments, or flashy tech that all blend together after a while. The Jeep Cherokee Billy Bass entry goes the other direction, embracing full-on absurdity that either lands as brilliant or baffling. Competitors might drop something heartwarming or sleek, yet the nostalgia and chaos of the Jeep ad are likely to stick in people’s heads.

The Jeep Cherokee Hybrid itself sits in a crowded mid-size space against the Toyota RAV4 Hybrid, Honda CR-V Hybrid, and Hyundai Tucson Hybrid, all delivering solid efficiency and family appeal. Where those lean practical and predictable, the ad’s weird energy mirrors Jeep’s willingness to be different, even if it risks polarizing some viewers. That cultural tie-in to Big Mouth Billy Bass gives it a shareable edge that more straightforward commercials often lack during peak ad season.

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Who is this for and who should skip it?

This ad and the Jeep Cherokee Hybrid behind it are for drivers who appreciate when a brand doesn’t take itself too seriously. If you grew up with Big Mouth Billy Bass on a relative’s wall or just enjoy a spot that feels like it was made by people having fun rather than playing it safe, this one will probably hit. It’s aimed at folks shopping mid-size SUVs who want capability and efficiency but don’t mind a little personality in their marketing.

Skip it if you prefer straightforward, no-frills advertising or if quirky nostalgia leaves you cold. The Jeep Cherokee itself is still worth a look for anyone needing a versatile hybrid with the capability to tow and a roomy interior, but if the fish gimmick turns you off, the ad might not change your mind about test-driving one.

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What is the long-term significance?

Jeep betting on this level of weirdness signals they’re comfortable leaning into digital channels where oddball content can spread organically instead of chasing expensive broadcast moments. In a year celebrating America’s 250th anniversary, with Jeep deeply tied to that patriotic story, this ad shows they’re willing to experiment with tone and timing rather than defaulting to safe plays as they reintroduce the Jeep Cherokee.

For the Cherokee, the spot keeps the model in conversations at a time when mid-size hybrids are hot, even if the conversation starts with “Did you see the fish ad?” Over time, that kind of memorable weirdness can build brand warmth and curiosity that lasts longer than a standard commercial. As more buyers scroll for entertainment alongside information, spots like this might become the new way to stand out.

In the end, this Billy Bass adventure is Jeep tossing a curveball into ad week and seeing what happens. It’s strange, it’s nostalgic, it’s probably going to divide opinions, and that’s exactly why it’ll be talked about. If nothing else, it proves the brand isn’t afraid to be a little weird when everyone else is playing it safe.

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