Jeep(R) Launches New 2001 Advertising
25 August 2000
Jeep(R) Launches New 2001 Advertising
Attention Grabbing Images Convey 'Jeep - There's Only One'
AUBURN HILLS, Mich., Aug. 24 DaimlerChrysler Corporation
today announces the launch of new 2001 model year advertising for its Jeep(R)
brand. The campaign reinforces the brand's legendary four-wheel drive
leadership in sport-utility vehicles, building upon the brand's tag line "Jeep
-- There's Only One."
"The advertising communicates the core values and strengths of the Jeep
brand," said Tom Marinelli, Vice President - Chrysler/Jeep Global Brand
Center, "much like a picture tells a thousands words -- in a credible,
adventurous, unique and attention-grabbing manner."
As one of the strongest and most recognized brands in the world, the new
Jeep advertising includes minimal copy or scripting. Instead, the advertising
delivers simple yet credible images reinforcing the brand's legendary
capability and versatility as an American icon.
This year's advertising campaign includes nine new television
advertisements and numerous print executions created by the Detroit office of
FCB Worldwide. The print campaign this year has been refined, with a
contemporary look featuring a new font and less copy. Input from the Regional
Brand Offices around the world was used to develop these advertisements
ensuring their ability to be used globally. The television campaign breaks
nationally the week of September 11, debuting in Europe and Latin America
later this year. Print executions will appear in October publications mid-
September.
Jeep Grand Cherokee sets yet another design benchmark in the sport utility
vehicle segment with its distinctive exterior cues adding appeal for luxury
vehicle owners, while maintaining the proper measure of Jeep ruggedness.
"Shake," a 30-second spot featuring the Jeep Grand Cherokee Laredo,
demonstrates the refinement and luxury characteristics of the vehicle with a
truly unexpected twist. The spot opens with a mud covered Grand Cherokee
Laredo pulling into the driveway of a suburban estate. After a well-dressed
couple exits the vehicle, the Grand Cherokee slowly starts to shake, picking
up the pace as mud flies onto the house, white picket fence and even finds its
way to the couple and their dog. Simulating the all-too-familiar tactic of a
dog shaking itself dry at the most inopportune times, the voice-over tells the
story -- "Even though the Jeep Grand Cherokee Laredo is more refined and
civilized than ever, rest assured -- it still hasn't lost its animal
instincts."
"Our goal with the 2001 model year advertising is to showcase Jeep
products as authentic, capable and distinctive," said Jerry Wayman, Director -
Jeep Global Brand Communications and CRM. "The Jeep ads have 'attitude,' and
use humor to convey our key product messages."
While the advertising campaign continues to focus on authenticity and
leadership for the entire Jeep brand, originality and freedom are emphasized
for the Jeep Wrangler and value and heritage for the Jeep Cherokee, the first
compact four-door SUV.
Jeep Cherokee -- a true descendent of the original Jeep -- is engineered
to be off-road capable, fun, adventurous, sporty, rugged, tough and is the
vehicle that started the SUV boom in 1984. With its legendary four-wheel
drive capability, the Jeep Cherokee can take you places where you can
encounter just about anything, and the "Heaven" spot iterates this in the
typical Jeep style. The spot opens with a Jeep Cherokee navigating the trails
of a remote and -- what appears to be -- secluded forest setting. Upon
discovering a towering waterfall and inviting body of water, the Cherokee
driver takes advantage of the situation and strips down to his boxer shorts
for some frolicking in the water. Overjoyed with this unforeseen freedom and
the capabilities of his Jeep Cherokee to take him to such destinations, he
breaks out in song, "Heaven, I'm in Heaven ... "
Suddenly others join in the chorus as the camera turns to additional Jeep
vehicles scattered among the wilderness setting. At first embarrassed, the
Cherokee owner then shares the adventurous pride that Jeep ownership brings.
The voice-over states, "Owning a Jeep Cherokee means more than just freedom.
It means you're part of something bigger ... "
Wrangler's distinctive design, unlike anything else on the road today, can
be customized and personalized to fit a broad range of buyers -- from young
first-time vehicle owners to the loyal enthusiasts who rely on its capability
to transport them deep into the wilderness. Playing off the "go anywhere, do
anything" theme, this 30-second Jeep Wrangler spot opens with employees at a
film development lab looking at some photos. In awe, they comment, "I didn't
know two people could do that," as they turn the pictures upside down and
examine them from various angles. As a couple in a Wrangler pull up to the
drive-through pick-up window, the employees hand over the photos, mentioning
how great the pictures are. The couple look at each other, open the envelop
and check out the photos -- of them hiking, white-water rafting, rock climbing
and other destination activities that only their Jeep Wrangler can take them
to. The voice over reads, "More amazing than the places you'll go with your
Jeep Wrangler are the things you'll do with a Jeep Wrangler."