Posted by mike on 2000/8/25 0:00:00 (709) reads
DaimlerChrysler Corporation today announces the launch of new 2001 model year advertising for its Jeep® 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."
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