FCA, an automobile company, premiered two all-new television commercials for the Dodge and Jeep brands as part of the One World: Together At Home globally televised and digital special to support frontline health care workers and the World Health Organisation.
The 30-second videos, “Strength” for Dodge and “Seven Continents” for Jeep, was aired during the two-hour TV special as part of the globally televised and streamed event in support of the fight against the COVID-19 pandemic. The historic broadcast was hosted by Jimmy Fallon of The Tonight Show, Jimmy Kimmel of Jimmy Kimmel Live and Stephen Colbert of The Late Show with Stephen Colbert.
“As an automaker and global citizen of the world, it’s our duty to encourage our drivers to stay off the road, when possible, to help protect the health and safety of all people, including those on the frontline of this crisis,” said Olivier Francois, Chief Marketing Officer, FCA. “We also want to recognise and honour these first responders and essential workers tirelessly working to ensure that when we return to the streets that we return to them safely.”
The Dodge brand’s 30-second video “Strength” honours the essential workers on the frontline of the crisis, including paramedics, police, firefighters, doctors, nurses, grocery workers, utility workers and freight drivers. The video also anchors the Dodge brand’s ongoing #TheMuscleBehindUs social media campaign running across its Facebook, Instagram, Twitter and YouTube channels.
The Jeep brand’s 30-second video “Seven Continents” supports the brand’s recently announced social initiative #StayOffTheRoad, asking its owners, fans, friends and followers to stay off the road, rallying their communities and fueling the American spirit.
Today and moving forward, the seven slots of the Jeep grille stand for the seven continents of North America, South America, Europe, Africa, Asia, Australia and Antarctica. Narration in the spot includes the language, “And today, we stand with all seven of them. Together, we’ll make it through this.”
FCA brands Alfa Romeo, Chrysler, Dodge, FIAT, Jeep and Ram recently launched individual social media campaigns to encourage drivers to stay home, when possible, and to support all essential workforces on the frontline of the crisis. The brands ran the social media content on Saturday as the multi-hour television and digital streaming event took place. Additionally, last week FCA launched its living room performance series #MusicMonday to entertain and to encourage people to pledge to stay at home for loved ones.
The One World: Together At Home globally televised and digital special, curated in collaboration with Lady Gaga, included Alanis Morissette, Andrea Bocelli, Billie Eilish, Billie Joe Armstrong, Burna Boy, Chris Martin, David Beckham, Eddie Vedder, Elton John, Finneas, Idris and Sabrina Elba, J Balvin, John Legend, Kacey Musgraves, Keith Urban, Kerry Washington, Lang, Lizzo, Maluma, Paul McCartney, Priyanka Chopra Jonas, Shah Rukh Khan and Stevie Wonder.
Powered by commitments from supporters and corporate partners in benefit of the COVID-19 Solidarity Response Fund, the broadcast special also benefitted local and regional charities that provide food, shelter and health care to those that need help most.
In March, FCA announced that the company is in the process of converting its first plant to produce 1 million face masks per month for donation to first responders and health care workers. More recently, the company expanded its support of coronavirus-relief efforts, focusing on two principal areas: providing 1 million meals to school-children across North America and support for a range of technical, logistical and manufacturing programmes, such as face mask production.