Summer is in full swing, and with 2016 being the 75th anniversary of the legendary Jeep brand, Fiat-Chrysler’s marketing team has kicked things into high gear as well. After all, Jeep will only turn 75 once, and the brand is experiencing sales growth across pretty much its entire lineup as Americans scramble to get back into SUVs like it’s 1996.

To help usher buyers into new Jeep products, the automaker is teaming up with USA Basketball and Sony/ATV Music Publishing on a new series of advertisements meant to tap into our sense of national pride.

The campaign stars USA Basketball Men’s National Team finalist Paul George in two of its three new spots and includes what Jeep calls “a multi-faceted approach with general market, African-American and Hispanic on-air, retail and product executions”. The campaign also includes print, digital, web, experiential and social elements across Jeep’s social media platforms.

Jeep’s new ad campaign kicks off with two new 30-second television commercials featuring George, “4x4Summer” and “What I Stand 4”, while a third spot, “4 New Perspective,” celebrates the Hispanic culture. Both “What I Stand 4” and “4 New Perspective” feature custom tracks influenced by the original Morgan Door “4x4ever” piece.

“Our Super Bowl spots set the stage for celebrating the Jeep brand’s 75th anniversary this year – with ‘Portraits’ serving as an acknowledgment of the brand’s worldwide community and ‘4x4ever’ bringing to life in song the attitude of Jeep vehicles’ off-road soul and on-road performance,” says Olivier Francois, Chief Marketing Officer, FCA. “4x4summer,’ ‘What I Stand 4’ and ‘4 New Perspective’ serve to fuel the dreams and aspirations of adventurers all around the world during one of our favorite seasons while marking a milestone year for the Jeep brand.”