Jeep showcased the all-new 2018 Wrangler in a commercial featuring Jeff Goldblum.
And what other time did he sit in a Jeep? During Jurassic Park, of course.
Naturally, an ad with this much star appeal (and this much budget) could only be run on commercial breaks for the Super Bowl. Not that any of us are complaining.
The ad starts with stock footage from 1992’s Jurassic Park, where Goldblum is in the back of a YJ-series Wrangler Sahara as used throughout the film. A computer-animated T-Rex bears down on him as he mutters the now iconic words: “must go faster.”
It then cuts to modern day, where a somewhat older, somewhat wiser Goldblum finds himself behind the wheel of a brand new JL-Series Jeep Wrangler Rubicon. He’s still being chased by a T-Rex but is having a much more enjoyable time of it considering he doesn’t have a broken leg. And he has power windows.
The new Wrangler seems to easily keep pace ahead of the dinosaur as it gives chase, with Goldblum using the rear windshield wipers to get a good close up of the Tyrannosaurus’ chompers. At one point, he slams on the breaks, causing the T-Rex to shoot ahead and Goldblum to assume the role of predator rather than prey.
“How do you like it now, my friend?” He asks. Maybe they weren’t really engaged in a duel of death at all. Maybe it was a race.
Sadly, the whole thing is revealed to be a Goldblum daydream when a Jeep saleswoman comes along and asks if he’d like a test drive. “I just did,” Goldblum replies, in the same voice normally reserved for men who unapologetically gratify themselves in public. Which, in a way, he kind of did.
If you’re looking at a Jeep, the 2018 Wrangler is certainly the best Jeep ever made. It’s got all the features you’ve come to expect from a Jeep, like removable doors, a tire on the back, and windshield that folds down so you can fill your mouth with bugs and mud. But it also comes with a bunch of cool features like twin LCD screens, 5 USB ports, and side airbags so when you inevitably crash due to the amount of mud and bugs in your eyes you won’t die.