i understand that, but it's not what they're selling -- the jeep isn't the disposable income specially designed jeep for BO. It's a $4 badge that's coincidentally on the current model jeep. The intent of this commercial is to primarily sell BO.
Maybe jeep has a license on the in game vehicle, and get's a % for each copy sold. But be clear, the people who buy this jeep, were going to buy a jeep. No one's deciding they need a new car because it's in their video game.