After WWII ended Willys, the maker of the little Jeep, found a large amount in interest from returning soldiers that loved the rugged 4X4 vehicle. Not shy of its military success, the Willys marketing department took it upon themselves to show-off the guts of their Jeep to civilian buyers.

Heavy-duty suspension, wall-climbing gearing and a dependable engine were part of what was detailed in this "upside down" advertisng campaign. These Jeep became “CJ” models which stands for Civilian Jeep.