Jeep Cherokee Commercial Pulled from Super Bowl

Controversial ad featuring a grizzly bear and a terrified child deemed too risky for big game broadcast

Published on Feb. 10, 2026

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A bizarre Jeep Cherokee commercial featuring a child who takes his Big Mouth Billy Bass toy on a disastrous family road trip has been pulled from airing during the Super Bowl. The 60-second spot, which also includes an encounter with a grizzly bear and an eagle, was deemed too risky and disturbing by the automaker's marketing team to include in the high-profile and expensive Super Bowl ad lineup.

Why it matters

Jeep has faced criticism in the past for some of its more outlandish and potentially irresponsible advertising campaigns. This latest commercial, which appears to put a child in jeopardy, has raised further concerns about the brand's marketing approach and whether it is appropriately balancing creativity with consumer safety.

The details

The commercial follows a young boy who becomes convinced his Big Mouth Billy Bass singing toy wants to go on a road trip. The boy convinces his father to take him on a drive in the family's Jeep Cherokee, leading to a series of increasingly perilous encounters including a grizzly bear and an eagle. At one point, the boy exclaims "I can see my wires!" as the commercial takes a dark and unsettling turn.

  • The commercial was filmed in late 2025 for potential inclusion in the 2026 Super Bowl broadcast.

The players

Jeep

An American automobile brand and division of Stellantis, known for its lineup of off-road and sport utility vehicles.

Big Mouth Billy Bass

A novelty singing fish toy that became a popular cultural phenomenon in the late 1990s and early 2000s.

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What they’re saying

“Is this the worst commercial in history? Or the best? You watch, you decide.”

— Mark Vaughn, Automotive journalist (autoweek.com)

The takeaway

Jeep's decision to pull this controversial commercial from the Super Bowl broadcast highlights the fine line automakers must walk between edgy, attention-grabbing advertising and responsible marketing that avoids putting consumers, especially children, in harm's way. As the brand continues to navigate its identity, it will need to carefully consider the messaging and imagery it uses to promote its vehicles.