ItaliaspeedTV - New Jeep advertising campaign: (I) "Reality" Video

Jeep® is launching an all-new advertising campaign with a new tagline that communicates the Jeep brands unique lifestyle and re-establishes one of the most recognizable brand names in the world with a new look, feel and attitude.

With nearly 70 years of legendary heritage, Jeep is a true global icon that has provided consumers a real sense of freedom and adventure from the very beginning, said Mike Manley, President and CEO Jeep Brand, Chrysler Group LLC. The new Jeep campaign reinforces this idea, with a fresh new look, feel and attitude. We believe there is a little bit of Jeep inside everyone. Deep down, to some degree, everyone wants to seize every moment and live life to the fullest. This campaign gets to the core of those emotions, effectively communicating that unique Jeep spirit.

The new campaign introduces the Jeep brands new tagline I live. I ride. I am. Jeep. which reflects the Jeep Philosophy of living life on ones own terms. To showcase that new attitude, the print creative features white backgrounds, suggesting openness and conveying the idea of freedom. The television creative uses non-traditional imagery to communicate how Jeep vehicles can take consumers from everyday life to something more extraordinary.

Our strategy with the new campaign is to embrace our loyal core enthusiasts, while igniting the Jeep spirit and passion for adventure in a broader audience, Manley said.

Phase One
The goal of the first phase of the new Jeep campaign, created by Southfield, Mich.-based GlobalHue, is to educate consumers by generating awareness and interest in the Jeep Philosophy for living, while re-establishing the brand with a new look, feel and attitude. The first phase of the new campaign introduces the tagline, I live. I ride. I am. Jeep. The creative focuses on the unique visual appeal of the brands vehicles by capturing them in unexpected ways, to create mystery and intrigue.

Phase Two
In the second phase, the focus will shift to consumers, in addition to vehicles. The campaign will further establish the consumer/brand connection via lifestyle engagement, appeal to a broad spectrum of the buying public and spark an interest in ownership. The Jeep tagline will become more personal, highlighting the I am part of the new tagline, I live. I ride. I am. Jeep.

Phase Three
The third phase of the campaign will continue with the overall look and feel established in the previous phases, but will deliver a retail focused message and clear call to action that will be conveyed through dealer advertising and sales events. The tagline will once again evolve to support the campaigns retail promise: I live. I ride. I buy. Jeep.