In this week’s Our Take: Jeep get frisky in new ads, Grok takes on Wiki, brands crash a wedding, and when fitness turns toxic.
Introducing The Jeep ‘Shagoneer’
Jeep has officially thrown out the traditional SUV marketing playbook, and we’re here for it! In its latest social-first campaign, the brand embraces humour, confidence, and a little bit of cheekiness to introduce the 2026 Grand Wagoneer in a way that’s refreshingly unexpected.
Starring comedian Iliza Shlesinger, the new spot puts the Grand Wagoneer’s luxury comfort front and centre, inspired by a viral Jalopnik headline declaring it “the best vehicle to have sex in.” Rather than shy away from the bold statement, Jeep and agency Highdive leaned into it – turning a risqué internet joke into a smart, culture-driven piece of storytelling.
In the film, Shlesinger takes over a fictional Jeep marketing meeting to pitch her “unfiltered” idea for selling the Grand Wagoneer: highlight how irresistibly comfortable the SUV’s interior really is. It’s a playful, modern twist that ditches the typical rugged off-roader narrative in favour of something more human, relatable, and frankly, fun.
This campaign is a masterclass in cultural agility. Jeep is known for its heritage of capability and adventure but this move signals a brand that’s willing to evolve and meet audiences where they are. Social-first, humour-led storytelling allows Jeep to connect with consumers not just as drivers, but as people living, laughing, and sharing online.
By pairing a premium product with a punchline that feels authentic and unexpected, Jeep manages to reframe the Grand Wagoneer as not just a luxury SUV, but a lifestyle statement. It’s a bold bet that today’s audiences appreciate brands that don’t take themselves too seriously, especially when it comes to vehicles that are often marketed as stoic symbols of status.
FACTUAL? OR JUST RIGHT?
Elon Musk’s xAI just dropped Grokipedia v0.1, an “AI-powered alternative” to Wikipedia that’s supposed to fix the internet’s knowledge problem or, depending on your perspective, make it worse. The minimalist, search-driven site already boasts almost 885,000 articles, many suspiciously similar to Wikipedia’s. Musk calls it “a massive improvement,” claiming the delay was to “purge out the propaganda.” Translation: Grokipedia is what happens when Musk decides he’s the final editor of truth.
Unlike Wikipedia, you can’t just hop in and edit. Access is limited, and some entries carry disclaimers saying they were lifted from elsewhere – not exactly the transparency badge you’d expect from a self-proclaimed truth engine. Early users have flagged questionable takes on political and cultural topics, feeding concerns that Grokipedia could become a slicker, AI-wrapped, right-wing echo chamber. Because there aren’t enough of those already.
The kicker? Grokipedia plugs right into Musk’s empire from X’s data streams, to Grok’s conversational AI. That means your “knowledge” might soon be curated by the same algorithm deciding which tweets you see.
Bottom line: Grokipedia isn’t really about facts: it’s about power.
With This Logo, I Thee Wed
Dagobert Renouf’s new wife must be miffed. They just got married, and all the talk is about what the groom wore.
It was hideous. And a bit brilliant.
The entrepreneur and self-described “corporate sellout” asked people to sponsor his wedding and pass it off as a business expense. What would they get in return? A branded patch on his wedding suit.
Cue the groom taking his vows decked out in more logos than a Formula 1 car. Of course it went viral. The sponsors got their money’s worth, his reputation as a businessman went through the roof, and most importantly, the couple began their happily ever after in the black.
We’re not sure if this stunt has any deep implications for marketing, but it says an awful lot about how much we spend on weddings.
Oh – and a note to the bride: you looked stunning, and your dress was gorgeous!
Are ‘Pilates Arms’ The New Status Symbol?
According to Time magazine, the latest beauty fixation is the muscular ‘Pilates’ arm – what journalist Anne Marie Chaker calls “the ultimate flex.” Defined biceps and sculpted shoulders have now become markers not just of strength, but of status, demanding resources, time, and trainers that not everyone has. What was a sign of strength is now – you guessed it – just another aesthetic-focused body-standard.
But should men and women’s bodies ever be subject to trends? Each new wave of “the ideal body”, reasserts the same old problematic narrative around self-perception, just in a different form. While body trends drive aspiration, they also drive exclusion, turning physique into another commodity – whether achieved by expensive trainers, diets or costly surgeries.
So, what’s our take? As marketers, we should view this shift as a cautionary signal, not a creative cue. The real opportunity for marketers probably lies not in defining the next “body trend,” but in helping to dismantle the very idea that bodies should be trend-led at all.