The campaign targets Chrysler, Dodge, Jeep, and Ram owners through a series of video spots that highlight everything from routine oil changes and tire maintenance to complex collision repairs. By focusing on the people who design and build these vehicles, the initiative aims to reinforce the value of using genuine OEM parts and specialized service lanes. According to Darren Bradshaw, senior vice president of Parts and Services at Stellantis North America, the goal is to remind drivers that those who build the vehicles are the most qualified to maintain them.

Developed in partnership with Publicis Collective, the creative platform features eight distinct video shorts covering topics like performance upgrades and accessory customization. These spots move away from traditional corporate messaging, instead leaning into the camaraderie typical of automotive workshops. As the brand approaches its 90th anniversary in 2027, this marketing shift underscores an effort to modernize its image while leveraging its long-standing reputation in the parts and service sector.