Zachary Berry
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New Jeep Gladiator Ads Use Dialogue from the “Gladiator” Movie

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With its new ads, Jeep asks, "Are you not entertained?"

We will see the Gladiator again. But not yet.
Photo: Jeep

The 91st Academy Awards were held last night, with Green Book winning the award for Best Picture. It’s been 18 years since that title was awarded to Gladiator during the 73rd Academy Awards, but it’s the film’s influence on popular culture continues to this day.

Take, for example, the recent advertising campaign for the Jeep Gladiator pickup truck. Many of the ads for this vehicle utilize dialogue from the film Gladiator.


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The most famous moment in Gladiator is when Russell Crowe’s character of Maximus Decimus Meridius angrily asks a crowd of onlookers if they are entertained by the violence of the gladiatorial games. It would make sense for Jeep to utilize this speech during its campaign for the upcoming Gladiator.

Rather than showing the violence of gladiatorial matches, the “Entertained” spot showcases different athletic sports, ranging from diving to dirtbiking. All the while, the Jeep Gladiator can be seen conquering terrain.

You can watch that ad down below:

In a second spot, Jeep borrows the speech Oliver Reed’s Antonius Proximo gives to Maximus about “winning the crowd.” Maximus promises to give the crowd “something they’ve never seen before.”

You can watch this spot below:

While the speech unfolds, Jeep shows off a classic Gladiator truck and a new model. This visualization showcases the Gladiator name passing on to the new generation.

The 2020 Jeep Gladiator is already generating a ton of buzz, with many excited for Jeep’s entry into the pickup truck segment. Thus, it will not be too difficult for the brand-new Gladiator to “win the crowd” when it arrives later this year.


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