Jeep brand debuts new 30-second television commercial, “Polar Vortex,” in conjunction with ESPN’s X Games Aspen 2015. Campaign to also include print, digital, social and experiential extensions.
The Jeep brand is kicking off a new advertising campaign to coincide with ESPN’s X Games Aspen 2015. For the 12th year, Jeep brand is returning to Aspen as the exclusive automotive sponsor of the world’s premier winter actions sports event. The campaign consists of a :30 commercial, “Polar Vortex,” in addition to print, digital, social and experiential extensions. “Polar Vortex,” featuring the new 2015 Jeep Wrangler X Edition, debuted in the U.S. on ESPN in conjunction with the X Games Aspen 2015.
The spot can be viewed on the Jeep brand’s YouTube Channel. The popular X Games Aspen will take place Thursday, January 22 through Sunday, January 25 at Buttermilk Mountain at Aspen Snowmass.
“We wanted to mark the Jeep brand’s 12th year as the X Games Aspen official automobile sponsor by putting our own unique ‘spin’ on this year’s event by celebrating the joy of the athletes who perform in extreme weather conditions and the vehicles that take them there,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “Whatever the cause behind the Polar Vortex, fans attending this year’s games will have the opportunity to come out on top of it, too, experiencing the event like never-before, from sharing their experiences on our social channels to on-site activations including a Jeep Wrangler X snow sculpture and autograph sessions with athletes, to Jeep branded vehicles shuttling them to and from the mountain.”
“The Jeep brand’s sponsorship of ESPN’s X Games is a collaboration that reaches a core consumer audience – those with a passion for adventure,” said Mike Manley, President and CEO – Jeep Brand, FCA – Global. “In addition to the content created exclusively for this event, our new 2015 Jeep Wrangler X Edition will be featured on site during the games, allowing consumers to experience an SUV equipped for winter’s toughest terrain.”
The new spot, “Polar Vortex,” puts a unique “twist” on the winter term. The spot opens wide on a satellite image of a massive winter cyclone brewing. Audio includes static-ridden snippets of various weather reports. The narration of spot follows:
WEATHERMAN 1: “There seems to be no cause for this sudden polar event.”
WEATHERMAN 2: “The mysterious arctic air mass came out of nowhere …”
(Pushing in through upper atmosphere, down through cloud cover)
WEATHERMAN 3: “Authorities have no explanation for this strange, meteorological phenomenon …”
(Through the wicked, high-speed gusts of swirling snow flurries, descending to the ground, the origin of the strange weather phenomenon is discovered.)
The camera then focuses on a Jeep Wrangler X Edition with athletes joyfully driving in circles on a frozen tundra that mimics the eye of the vortex as it kicks up all of the snow and wind that’s really causing the storm, with the tagline “Take Winter by Storm.”
ESPN and ABC will televise a combined 16 hours of live competition with an additional 18 hours of competition and music performances being carried exclusively on ESPN3 and supported across ESPN digital platforms, including XGames.com, X Games app, X Games pages across Twitter, Facebook and Instagram. Following X Games Aspen, ABC will deliver four hours of anthology programming on Saturday, January 31 and a one-hour special on World of X Games: Best of Aspen on February 7.
In addition to television, a spread print ad is running in the January 5th edition ESPN The Magazine. The Jeep brand’s campaign also includes digital and social extensions. Attendees can have their favorite social photos from the X Games printed on souvenir 3 1/2 inch by 3 1/2 inch wooden blocks.
Games Branding
The Jeep brand will bring back its Tag Shop to X Games Aspen. The unique two-story, 20-by-20-foot structure, resembling an enclosed garage with functioning garage doors will serve as a hub of Jeep brand activities, where consumers can get custom tags, interact with Jeep product specialists and vehicles, meet popular athletes, enjoy music from the Jeep DJ booth and take the winner’s podium for a photo memento on second floor. A variety of X Games Aspen athletes will be on hand to sign autographs at the Jeep Tag Shop.
Built on more than 70 years of legendary heritage, Jeep is the authentic SUV with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.
