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A fully-integrated exercise, the Jeep brand campaign will see national team finalist, Paul George, star in two of three new promotional spots.
Automotive heavyweight, Jeep, has teamed up with USA Basketball and Sony/ATV Music Publishing to debut its third annual summer brand campaign. A fully-integrated exercise, the marketing push will see national team finalist, Paul George, star in two of three new spots.
Taking on a multi-faceted approach with general market, African-American, and Hispanic on-air, retail and product executions as well as print, digital, web, experiential, and social elements, said effort spans the marque’s social media platforms to include Facebook, Twitter, and Instagram.
The movement complements the year-long celebration of Jeep’s seventy-fifth anniversary, which includes special-edition variant which are strategically meant to showcase open-air freedom, a bold style, and new spirit of adventure as the ‘official vehicles of summer’.
The push debuts with two 30-second commercials namely 4x4Summer and What I Stand 4. The first short captures the thrill of travelling unexplored paths, and features the brand’s reimagined custom track, 4x4ever, which was performed by artiste, Morgan Dorr, and musically-produced by Sony/ATV.
Meanwhile, the second stars the aforementioned athlete alongside his family and friends as he chronicles his basketball journey, focusing on what inspires him. A third advertisement titled 4 New Perspective debuts during the week of 6 June 2016 with the main aim of celebrating Hispanic culture.
Experiential efforts will further expand the platform and support collaborations with various partners. From July onwards, consumers can especially participate in the Summer of Jeep experience during events slated to run in Chicago, Denver, and Atlanta.
Highlighting a line-up of special edition vehicles, revelry is expected to entail music and sports platforms to amplify the Jeep brand’s summer season while showcasing engaging product features. The campaign was created in collaboration with DDB Chicago, Alma DDB, and DDB Chicago with Footsteps.
“Available across the entire Jeep portfolio, our 75th Anniversary models feature unique interior and exterior accents that pay tribute to our history. We are excited to share the summer with our global followers who have helped to shape the legacy of our brand,” said Mike Manley, Head of Jeep Brand at FCA – Global.
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