This edition of JeepNewsNow.com sponsored by:
 
WranglerBugs in Wrangler Ad Campaign (with video)
Posted by mike on 2006/9/15 7:39:26 (2483) reads


Chrysler Group announced the new 2007 Wrangler ad campaign this morning - and it's a bit buggy (sound familiar?).

Before you check out the press release, how about the new commercials?

"Lizard": High Bandwidth | Low Bandwidth

"Bigger Deffer": High Bandwidth | Low Bandwidth

The official press release:

"Bugs" will be found in some of the most unusual places as the Jeep® brand launches a new marketing campaign to introduce the next two vehicles in the brand’s product offensive — the all-new 2007 Jeep Wrangler two-door, the brand’s icon, and the new Jeep Wrangler Unlimited, the first-ever four-door Wrangler.

Both vehicles tap aspirational Jeep values — the need for freedom, adventure, excitement and fun.


"With more capability, interior space and comfort, refinement, power and open-air fun, the all-new Wrangler is the best Jeep Wrangler ever and takes the freedom to go anywhere and do anything to a new level," says John Plecha, Director – Jeep Marketing and Global Communications. "It's the ultimate freedom machine.

"And, with room for five adult passengers and the most cargo space ever offered in a Wrangler, the four-door Unlimited expands the Jeep experience and allows consumers to share Wrangler's unparalleled fun, freedom and adventure with family and friends," adds Plecha.


This active Jeep lifestyle is communicated in a new marketing campaign featuring "bugs" traveling across indoor and outdoor landscapes, up the walls of buildings and through magazine pages. At closer look, the bugs are actually an aerial view of the new Jeep Wranglers carrying typical "tools" of the Jeep lifestyle such as kayaks, surfboards, snowboards and backpacking gear. When the images shift to a side view, it becomes clear that the bugs are actually a Jeep Wrangler or Wrangler Unlimited, the new species of Jeep.

The bugs, and other creative treatments, will reach consumers through a 360 marketing campaign that includes television, print, online, events, gaming, out-of-home media, customer relationship marketing and merchandising.

"The emotional connection between the Jeep owner and his or her Wrangler is strong and unlike other vehicles," said Jay Kuhnie, Director – Jeep Communications. "With key passions of outdoor, adventure, sports and music, you'll find Jeep Wrangler advertising showing up in both traditional and non-traditional lifestyle locations."

Wrangler television spots begin the week of Sept. 18 on the season premieres of "Extreme Home Makeover," "Lost," "Deal or No Deal," "The Office," "Boston Legal," "Everybody Hates Chris," "All of Us," "The Game" and "Heroes." Additional programming includes NFL and college football and high-profile prime-time shows such as "Studio 60" (NBC), "House" (FOX), "Law & Order: Criminal Intent" and "Law & Order: Special Victims Unit" (NBC), and "CSI: NY" on networks including ABC, NBC, FOX, CBS, Comedy Central, FUEL TV, MTV, ESPN, FX, TBS and TLC.

Five TV spots were created, in total. “Grooming” and “Bird” introduce the Wrangler Unlimited, the world’s first four-door Wrangler; “Lizard” introduces the all-new 2007 Wrangler, and “Rock Crawler” features both vehicles. Wrangler Unlimited will be introduced to the African American market with a spot called “Bigger Deffer” which pays homage to Wrangler’s place in the beginning stages of Hip Hop music.

The “bugs” are featured prominently in print advertising that includes magazine inserts and multiple page spreads. The ads will run in men’s, sports, music, entertainment, outdoor/adventure, automotive, women’s and health/fitness publications including Esquire, Men’s Journal, Entertainment Weekly, Rolling Stone, Automobile, Car Driver, Wheeler and Motor Trend.

In one ad, readers are asked to “find the new species” of bugs from among the16 different varieties shown, with four aerial views of the Wrangler or Wrangler Unlimited hidden among pictures of the real bugs.

In addition to full-page ads, there will be a fun creative treatment running in the Sept. 19 issue of USA Today where a bug appears to burrow through editorial copy, before turning into a Jeep Wrangler Unlimited advertisement.

A hip-hop oriented print ad with the heading, “The culture grew…so did we,” will introduce the Jeep Wrangler Unlimited in publications reaching African-American consumers.

Online advertising includes banner ads and home page takeovers on sites such as Edmunds, AOL, MSN, Yahoo and Kelly Blue Book. The Wrangler and Wrangler Unlimited interactive presence includes video games and partnerships with DirecTV, Ripe TV, Mobi TV, FUEL TV's "Drive: Notes from the Wilderness" with Mike V., and Actions Sports Lat34.

Jeep Wrangler will be the first vehicle to be integrated in TLC’s Miami Ink podcasts; and the sponsor of the first-ever Sports Illustrated “This is My House” fantasy football initiative, and the first-ever “Action Sports Awards,” produced by FUEL and airing on the FOX network.

The bugs will be crawling everywhere in traditional and non-traditional out-of-home media placements that include rotating and mobile billboards, wallscapes, building and storefront wraps, and graffiti murals in key markets such as N.Y., L.A., Miami, Houston, Washington, D.C., Detroit, Chicago and San Francisco.

Building wraps, for example, feature bugs crawling up and/or around buildings leading to a traditional billboard featuring a side view of the new Wrangler Unlimited.

TV Spot Descriptions
In “Grooming,” two gorillas encounter a “bug” they believe to be food only to find out it’s really the new Jeep Wrangler Unlimited. In “Bird,” a hungry bird zeros in on a potential “bug” snack and painfully discovers the Unlimited. In “Rock Crawler,” what appears to be a bug-like object makes its way through an adventurous tunnel only to surface as the new four-door Jeep Wrangler Unlimited alongside the all-new Jeep Wrangler two-door.

“Lizard” opens on a lizard running across the desert floor. It sees the old Jeep Wrangler, faces off against it, then expands himself and hisses to try and scare away the Wrangler. The Wrangler, unfazed, suddenly expands and changes into the all-new Jeep Wrangler and scares off the lizard. The voiceover says, “Introducing the 2007 Wrangler. Bigger…Bolder…Badder… A new species from Jeep.”

“Bigger Deffer” opens with the words “we ran the streets… and became legendary” set to Hip Hop music and fast paced computer generated images in an urban setting. The spot communicates the four doors, Freedom Top™ and MyGIG™ Multimedia Infotainment System of the new 2007 Wrangler Unlimited and closes with “more room to move the crowd” flashing on the screen.

Reader Reactions

The comments are owned by the poster.
We aren't responsible for their content.
You must login or register to post a comment.

Poster Thread
myhotwheels22981
Posted: 2006/9/16 3:49  Updated: 2006/9/16 3:49
Home away from home
Joined: 2002/3/22
From:
Posts: 247
 Re: Bugs in Wrangler Ad Campaign (with video)
STOOOOOOOOOPIIIDDDDD!!!!!!!!!!!!!!!!!!!!

Ok, OK, OK I'll say it point blank, since nobody else will...We don't want THEIR dog A$$, gold-tooth-wearin', pants below the A$$, mush-mouf talkin', pimp-daddy mutha-#*@&#, poor-me, I'm a no talent po' black guy, or a fat wigga from da' inna sity who gosta be a playa' an gosta raps an' sell rocks an' blows to survive in da hood lifestyle shoved down our throat, especially at the expense of our beloved Wrangler.

"I nees a lung...I can't raps wifout a lung"-Famous rap singer after being shot in the lung in an East-Coast-West Coast grudge...

What is this bobble-head crap also??? Why are all of the cool bobbleheads bobbleheads of color, and all of the geeky bobbleheads pasty white and wearing bow-ties and sweater vests???

Why would DC alienate and insult their core market for the so-called-self-appointed hip-hop market??? These guys can't even wear their pants right, what makes DC think they can actually be responsible enough to make a car payment, assuming they don't pay cash from their drug sales.

Go ahead call me a RACIST (OHHHH NOOOOO ANNNNYYYYYTTTHHHINNNNGGGG BBUUUUUTTTTT TTTHAATTT) if you so choose to be ignorant and uninformed...

The fact is that the so-called-self-appointed hip-hop generation is an anti-authority -sub-culture who believe that they can do what they want, say what they want, smoke what they want and not have to answer to any authority.

Plus, the Wrangler isn't "street" enough, you probably couldn't roll on anything bigger than 25's, and all the bullets whizzing through the hood would zip right through the soft-top---Mabye DC can make a Kevlar soft-top for the gold-tooth set...Speaking of grilles, They could sell matching 7-slot tooth grilles to cover their crack-stained buck-teeth.

Poster Thread
jeepxk
Posted: 2006/9/16 14:52  Updated: 2006/9/16 14:52
Just can't stay away
Joined: 2005/7/13
From: Peoria
Posts: 150
 Re: Bugs in Wrangler Ad Campaign (with video)
Mike,
We don't need crap comments like this guys on here.

Poster Thread
CitizenArc
Posted: 2006/9/16 15:58  Updated: 2006/9/16 15:58
Not too shy to talk
Joined: 2006/5/18
From:
Posts: 29
 Wranglerz it the hood
Wesley Snipes and his crew were sporting a Wrangler in 'New Jack City'.

I agree with Wheels..to an extent.

The Wrangler as an "urban" vehicle??? Well..what do you expect from a guy who calls himself "Dr. Z"??

This vehicle clearly has no place in the ghetto. Remember the Geo Trackers in the late 90's? 4x4 vehicle that was fully embraced by the urban crowd who immediatley took them home, LOWERED THE GROUND CLEARANCE, and donned them with aftermarket side mirrors that were mounted waaaaay too high on the A-bar, double-bladed wipers, and...ugh...pinstriping.

All in matching HOT PINK!!

If this fiasco catches on as Lord Z of Auburn 'Hood' hopes, we'll have to form our own counter-culture against it by resorting back to another fashion trend that dominated the 90's.

Flanel.

"Evenflow....thoughts arrive like butterflies".

Poster Thread
Josephus
Posted: 2006/9/17 22:03  Updated: 2006/9/17 22:03
Home away from home
Joined: 2005/7/18
From: Pennsylvania
Posts: 265
 Re: Bugs in Wrangler Ad Campaign (with video)
MyHotWheels,
There was a line in the sand, you passed it few miles back. While in general I may agree with your point, the degree to which you bash others is un-American.
Your point got lost in the racism.

Poster Thread
myhotwheels22981
Posted: 2006/9/19 2:14  Updated: 2006/9/19 2:17
Home away from home
Joined: 2002/3/22
From:
Posts: 247
 Re: Bugs in Wrangler Ad Campaign (with video)
Hmmmmm....

BOO-HOO for the hip-slop Rap-Crap set

When I look at my, or any Jeep. I want to hear radial engines and Big Band music, not Boom-Boom, Scratch, Scratch --Thumpa-Thumpa-Thumpa-Thumpa-Thumpa, I's a playa in da hood, an' I's Really Fly,

The fact is is that like many of our other social problems in the USA, hip-sloppers refuse to assimilate, or rather, are seperatists...

This is a sub-culture that is proclaiming superiority, with no basis other than they don't need to work, because of illicit drug sales supporting so-called artists through record sales, who perpetrate a lifestyle that those who are purchasing the records are aspiring to duplicate, and with no other social and educational skills to finance their endeavours, they turn (you guessed it)to drug sales.

I don't care if someone who buys a JEEP is black or hispanic or asian, or whatever, my problem is in the marketing and the lifestyle, which is counterproductive to the JEEP lifestyle.

I want no part of this lifestyle for myself, or my family...I don't even want to co-exist with it, and as a working, tax-paying American, I have the right to do so, even if it means paying for the privelige of living with others like myself in an area which is exclusionary to those which I seek to exclude myself from.

This is what is commonly called "White-Flight"...people have the right to live their lives the way they want, but I have the right to move away from that and live my life the way I want to. This is wht the cities keep getting poorer and more depressed, because people like myself have no recourse when the 150dB thump-thump ghetto blaster comes driving around the block 20 times, setting off alarms so that they are shut off, and easier to steal and steal from, and vandalize.

So, you may say...To each his own...But MY lifestyle is not leading to the moral decline of this country, MY lifestyle is not invading other people's rights, MY lifestyle is more in line with the norms of America.

I don't know where you come from, Josephus, but it's obviously rosier than it is here.

As for the core subject of this discussion, I don't like that JEEP is using this type of marketing to say, "Hey, come buy our cars, our core customers aren't hip enough, or cool enough, even though they work and make their payments and keep us in business...Look here's a really def no talent rap artist belching an' spitting into a microphone making noise that you call 'music' to appease you so a self-appointed reverund and Kanye West don't organize a protest an' say that DC don' likes black peoples, just like President Bush...Look there's Mike Meyers standing next to me, bug-eyed and staring in bewilderment over the mindless statement that just diaherread outs of my mush mouf..."

Poster Thread
Josephus
Posted: 2006/9/19 7:37  Updated: 2006/9/19 7:37
Home away from home
Joined: 2005/7/18
From: Pennsylvania
Posts: 265
 Re: Bugs in Wrangler Ad Campaign (with video)
I wish I could complain, but yeah - things are pretty rosie around here... except for that illegal war - but that's a little off topic.

Poster Thread
jerryjeep
Posted: 2006/9/15 20:07  Updated: 2006/9/15 20:07
Quite a regular
Joined: 2006/8/28
From: Southeast, Michigan
Posts: 49
 Re: Bugs in Wrangler Ad Campaign (with video)
Well I'm sorry but I just don't get the BUG theme in these Wrangler ads. Maybe there is a subliminimal message and they (DCX) are trying to sell a fleet to ORKIN. Real Jeep folks are looking for upbeat ads that sell the idea of the unique Jeep experience and the stand out, uncompromising toughness that the Jeep image carries so proudly. No BUGS in my Jeep please.

Poster Thread
KCarl1927283
Posted: 2006/9/15 17:41  Updated: 2006/9/15 17:41
Not too shy to talk
Joined: 2003/1/26
From:
Posts: 32
 Re: Bugs in Wrangler Ad Campaign (with video)
Hey, you can finally build the '07 models again through the normal build feature on Jeep.com.

Poster Thread
TKL
Posted: 2006/9/15 13:35  Updated: 2006/9/15 13:50
Not too shy to talk
Joined: 2005/9/27
From:
Posts: 34
 Re: Bugs in Wrangler Ad Campaign (with video)
I agree with everyone on the ridiculous hiphop ad. It's so lame I just can't believe it was approved. What's next? Chrome winches and roll bars with mad bling?

Excuse me but I just threw up in my mouth. Give me a minute and I'll come back to the site to read other news.

--TKL

Poster Thread
KCarl1927283
Posted: 2006/9/15 11:09  Updated: 2006/9/15 11:09
Not too shy to talk
Joined: 2003/1/26
From:
Posts: 32
 Re: Bugs in Wrangler Ad Campaign (with video)
...“Bigger Deffer” which pays homage to Wrangler’s place in the beginning stages of Hip Hop music...

...What?

Poster Thread
MarkH
Posted: 2006/9/15 11:00  Updated: 2006/9/15 11:00
Home away from home
Joined: 2005/7/20
From: The Great White North
Posts: 494
 Re: Bugs in Wrangler Ad Campaign (with video)
Another brilliant decision, and I'm sure they paid an insane amount of dough to some out-of-touch-with-Jeepers advertising firm to come up with that.

I really like the photos of the Jeeps that look like insects --pretty neat photography-- but calling them "bugs" is a big mistake. "Bugs" in the automotive sense has a very negative connotation, and I can foresee the "bug" thing backfiring on them (in the automotive press) if the new model has some minor mechanical glitches during its intro.

Call it the "evolution of a prehistoric species" or the"emergence of a new species" and show/sell the neat photos. Hell, that would even make a neat photo poster, showing Jeeps from the 40's to the present with the roof racks loaded to simulate the famous Darwin "Emergence of Man" --the "Emergence of JEEP"(c.) Gee, can I copyright that phrase in this forum?

But don't use the word bugs. There, now DCX, I'll just charge you a measily $200,000.00 for my advertising acumen...

Poster Thread
Josephus
Posted: 2006/9/15 10:55  Updated: 2006/9/15 11:03
Home away from home
Joined: 2005/7/18
From: Pennsylvania
Posts: 265
 Re: Bugs in Wrangler Ad Campaign (with video)
Marketing Ploys can backfire
"Bigger Deffer” which pays homage to Wrangler’s place in the beginning stages of Hip Hop music"

Maybe I missed that part of the Hip-Hop music industry and lifestyle...
How was the Wrangler part of the urban lifestyle in the 80s and 90s? I understand they want to cross-over into the profitable bling market, but don't go making Sh*t up. They don't want to be disrespecting anybody in the 'hood by misrepresenting yourself as authentic urban-gorilla when in reality their just trying to cache in on solid GM territory (Hummer & Escalade) a little late in the game.
Respect - the African American market isn't stupid, they know Jeep hasn't been around. In the past Jeep has marketed its Wrangler as the anti-city brand of SUV (in more of a Get Away From It All style).
Just present the product, let the consumer discover that they want it. Sponsor some inner-city clean ups and bring the product. The MyGig alone will garner much attention and street cred - so get it out there fast.
The aftermarket uptake on the Unlimited will make it highly customizable, and as the ad goes:
Having a unique ride... priceless

That's just my humble opinion.

Poster Thread
DiscoJeep
Posted: 2006/9/18 13:22  Updated: 2006/9/18 13:27
Just popping in
Joined: 2006/9/18
From:
Posts: 1
 Re: Bugs in Wrangler Ad Campaign (with video)
1987 Kool Moe Dee "How Ya Like Me Know" Album cover....featuring a white Wrangler. http://music.aol.com/artist/kool-moe-dee/58/album/how-ya-like-me-now/28012 If Kool Moe Dee, Public Enemy, NWA & any other old school rappers aren't considered the "beginning stages of Hip Hop" I don't know what is....it looks like the marketers actually did their research on this one & went back into the archives of YO! MTV Raps!....can't wait to get my new 4-Door Rubicon and Blast "Wild Wild West" & "Gangsta Gangsta" just like the old days cruising "O" Street in Lincoln Nebraska in my '79 Wrangler Renegade with a V-8 & 3 speed transmission....THAT's old school...by the way, I'm whiter then the Jeep on Moe Dee's album cover....you think they're only marketing to the ghetto? Go back to drafting another post on how you wish they were coming out with a diesel engine...we need more of those posts on here.....

Poster Thread
bmcollier
Posted: 2006/9/15 10:54  Updated: 2006/9/15 10:55
Just popping in
Joined: 2006/1/28
From: Houston
Posts: 20
 Re: Bugs in Wrangler Ad Campaign (with video)
The "Bigger, Deffer" spot seems a bit condescending. I picture suburban dwelling, tie wearing, white guys sitting in a conference room saying "OK, how do we reach the black market? Johnson any ideas?" "How about we show a white two door Wrangler, then a long black Unlimited pulls into the picture. Then the tagline 'Not just a stereotype. Get it?" "Um...no, we'll get letters. Let's just throw in a few breakdancers with grafitti backdrop and a beatbox soundtrack. It worked for Scion."
Main Menu
JeepNewsNow Everywhere
Login
Username:

Password:


Lost Password?

Register now!
Jeep Classifieds
Syndication - RSS
Add Jeep News Headlines to your site for free!

Display the latest Jeep news headlines on your Web site using our RSS 2.0 news feed!

RSS 2.0

Or, if you prefer, an even easier way of putting the headlines on your Web site is to utilize our free, JavaScript-based headlines. Check them out!
Who's Online
12 user(s) are online (4 user(s) are browsing News)

Members: 0
Guests: 12

more...
Advertisements
mike's totally free jeep news now is designed and maintained by AnelloConsulting.com
Copyright © 1998-2010 mike's totally free jeep news now
Privacy Policy | Disclaimer | Advertising Info