Jeep releases ‘dino-packed' cinema advertisement
Titled Jurassic Trail Rated, the campaign, booked through Starcom and facilitated by Motivate Val Morgan, capitalised on the film's $318m global opening weekend.
The ad ran across premium cinema circuits in the UAE (VOX, Reel, CinemaCity) and Saudi Arabia (VOX, Reel, Muvi, AMC), allowing Jeep to capture peak audience excitement during the movie's strongest performance period.
The 30-second spot showcases a Jeep Wrangler navigating prehistoric terrain while encountering seven different dinosaur species – velociraptors, tyrannosaurus, spinosaurus, compsognathus, titanosaurus, quetzalcoatlus, and a baby aquilops. Industrial Light & Magic, the VFX studio behind the film's creatures, created the photorealistic dinosaurs for the commercial.
'What began as natural product integration in 1993 has become one of automotive marketing's most enduring partnerships,' said Youssef Bouhaddioui, Head of Jeep Middle East. 'The Jurassic universe and Jeep share fundamental DNA – both represent resilience when civilisation meets wilderness. Cinema delivers that story at its most visceral – where every roar, every chase, every moment of survival feels real.'
The production represented significant creative investment, with ILM-level VFX work and sound design optimised for cinema's premium audio-visual environment.
'The most effective cinema partnerships redefine the relationship between brand and narrative,' said Pavan Deshpande, Senior UAE Sales Manager, Motivate Val Morgan. 'The Jeep-Jurassic collaboration showcases this principle beautifully – where brand capability and storytelling become inseparable. Cinema's immersive environment transforms these authentic connections into memorable experiences that extend far beyond the theater.'
The campaign extended beyond cinemas, with the partnership continuing through the film's New York premiere, where a specially designed Wrangler appeared alongside stars Scarlett Johansson, Mahershala Ali, and Jonathan Bailey. This multi-touchpoint approach anchored the strategy in cinema's premium environment while extending reach across additional platforms.
The campaign launched as the Europe, Middle East and Africa cinema market showed strong recovery momentum. According to Gower Street Analytics, the EMEA region is projected to reach $9.1bn in 2025, positioning it 6 per cent ahead of 2024 and making it one of the fastest-recovering international markets in the global cinema landscape.
The Middle East specifically is experiencing significant growth, with revenue projected to reach $1.5bn by 2029, up from $900 million in 2024, Motivate Val Morgan reports. Saudi Arabia is driving nearly two-thirds of this expansion, supported by approximately 1,000 new screens added since 2019.
Motivate Val Morgan claims the cinema environment delivers guaranteed audience attention during advertising moments, while the shared viewing experience can amplify brand recall through collective engagement.
For brands with compatible positioning and sufficient budgets, Jeep's UAE and Saudi Arabia cinema campaign execution demonstrates how authentic partnerships can leverage cinema's unique storytelling properties to create genuine audience connection.
A version of this article was first published by Motivate Val Morgan.
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