Off-roaders have convoys. Gamers have squads. Jeep just merged those two worlds with “Rescue Squad,” an all-new live gaming experience, turning stuck into epic.
Usually, when a car gets stuck in a game, it’s game over. But Jeep doesn’t believe in game overs. Jeep believes in breakthroughs. For two weeks, 13 of Saudi Arabia’s biggest streamers, including Peerless, Ryan MJRM and KLO25 fired up nightly streams where players teamed up to show what Jeep does best: rescue, recover and ride on.
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The mechanics of the campaign were simple, but powerful: When games got stuck in-game, they just needed to type /Rescue Squad in the game chat. Immediately, a convoy of Jeeps pulled up to pull them out. In essence, players got rescued, adventures continued, streams went wild.
“Gamers are used to hitting restart when they’re stuck. Jeep players don’t restart, they regroup,” said Tuki Ghiassi, Executive Creative Director, Publicis Middle East. “Rescue Squad flipped one of gaming’s biggest frustrations into surprise and community. That’s pure Jeep DNA.”
One second you’re stuck. The next, you’re surprised by your favourite gamer in a Jeep rescuing you.
This reflected what the brand’s owners do in real life: Drop everything to recover a fellow off-roader in the desert. The same spirit played out in front of thousands of live viewers online, and as a result players’ frustration turned into fun.
“Rescue Squad is the perfect example of how Jeep continues to innovate, not just in vehicles but in experiences,” said Melhem Najm, Regional Chief Marketing Officer, Stellantis Middle East and Africa. “We showcased Jeep’s 4×4 DNA in a completely new space, while connecting it back to real-world adventure and business objectives.”
Jeep goes the extra mile beyond an in-game Rescue Squad
Jeep didn’t stop at rescues. The brand built a custom in-game showroom, where players could explore Jeep vehicles virtually.
Digital flyers invited them to book a real-life test drive, so they could go on to experience the off-road capability of Jeep in the offline world as well.
“Rescue Squad wasn’t about imposing a logo in a game,” added Yara Maroun, Head of Marketing, Jeep Middle East. “Community and adventure, which is unique to Jeep in real life, also exists naturally in the gaming world. So does Jeep’s 4×4 capability. This allowed us to create an authentic brand experience, which is why I believe the response was so powerful. No other brand could own this narrative so completely.”
As if it wasn’t enough to make this the smartest gaming hack of the year, Jeep kept the momentum going with surprise giveaways during the streams.
Instead of mere merchandise, players unlocked physical Rescue Squad gear: ropes, jerrycans, shovels, and towing hooks. Tools for real-world adventure.
For many, it was their first taste of what makes Jeep unique: the sense of belonging that comes with being part of something bigger than yourself.
Rescue Squad comes hot on the heels of the Esports World Cup, held in Saudi Arabia in August. The country’s gaming and esports industry is experiencing explosive growth, driven by massive government investment and a young, tech-savvy population. (Sources: Economy Middle East, Vision 2030)
For Jeep, the experiment proved that the brand isn’t locked to rocky trails or desert dunes. It thrives anywhere there’s a challenge to face. And this is how Jeep entered the gaming world.
With Rescue Squad, the brand showed gamers what off-roaders have known for decades: getting stuck isn’t the end. It’s just the beginning of the story.
CREDITS
Client: Jeep Middle East (Stellantis Middle East)
Chief Marketing Officer, Stellantis Middle East & Africa: Melhem Najm
Head of Marketing, Jeep Middle East: Yara Yousef Maroun
Senior Marketing Manager, Jeep Middle East: Lyda Camargo
Head of Social and Content, Stellantis Middle East: Ziad Sunna
Head of Media, Stellantis Middle East: Viral Patel
Advertising agency: Publicis Middle East, Dubai, UAE
Executive Creative Director: Tuki Ghiassi
Creative Director: Anton Marais
Associate Creative Director: Oussama Founi
Associate Creative Director: Pablo Tesio
Senior Art Director: Antonio Cue
Senior Art Director: Stefano Chiabrando
Senior Copywriter: Johan Granados
Art Director: Randy Balbon
Art Director: Abdullah Samir
Senior Designer: Hamdan Muhsen
Motion Designer: Louis Borniche
Arabic Copywriter: Kamel Zeitouny
Senior Producer: Yosra AlHarouni
Producer: Lea Dunia
Business Lead: Jean Traboulsi
Business Director: Stuart Randall
Communication Manager: Alessandra Ziade
Senior Account Executive: Naba Kadri
Game Developer: Esteban Quintero
Influencer agency: Munch
