Jeep® Debuts New Brand Campaign

“I live. I ride. I am. Jeep.”
Filed under:  Brand Related | Marketing
Comment(s): 6

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

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2009 Jeep Ad Campaign -- End shot with vehicle.

“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 brand’s new tagline – “I live. I ride. I am. Jeep.” – which reflects the “Jeep Philosophy” of living life on one’s 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 brand’s 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 campaign’s retail promise: “I live. I ride. I buy. Jeep.”

Non-traditional Advertising.
In addition to traditional television and print advertising, Jeep is also extending its presence into very non-traditional Jeep venues: subways and train stations.

“The subway is the ultimate anti-Jeep experience,” said Manley. “It’s crowded. It’s stifling. It’s routine. It’s everything that Jeep is not. So why do it? Because it’s perfect. It will allow passengers to covet the freedom that Jeep vehicles deliver. Plus, the subway gives us a captive audience. One that is ethnically, culturally and economically diverse. It offers an extensive number of impressions, not bound by time of the day. And it provides a platform for a tailored message.”

The unique Jeep subway and train domination will allow consumers to see the full brand campaign come to life. Beginning on Nov. 2 in New York’s Penn Station, more than half a million daily commuters are being immersed in the new look and feel of the brand through a variety of creative elements including rotunda banners, “wrapped” stairs and floor graphics.

In addition to Penn Station, Jeep will also take over the Grand Central Station and Times Square Shuttle, which will feature interior and exterior train wraps with messaging that captures elements of the Jeep lifestyle.

The PATH (Port Authority Trans-Hudson) Train, connecting commuters between New York and New Jersey, will include multiple executions, such as signage and an impactful video of the Jeep Wrangler that will be projected onto the subway tunnel wall. The 15-second video will be visible to passengers as they ride the train.

The campaign will also include digital billboards in Times Square on the NASDAQ and Reuters buildings at 43rd Street and Broadway and 43rd Street and 7th Avenue, respectively.

Interactive banner advertising and billboards will also be key elements in the campaign. Mirroring the look and feel of the print ads, the billboards will have headlines such as, “Jeep. Making Mondays feel more like Fridays,” and “Jeep. Always taking the long way,” some of which will be translated into Spanish.

Interactive banner advertising will be featured on homepage takeovers on Yahoo and MSN on Nov. 11. Additional homepage takeovers on AOL will follow on Nov. 15 and 18.

As the campaign progresses, Jeep will expand its messaging to appear on busses and in cinema.

TV Spots.
In the first phase of the campaign, the television spots focus on communicating the overall brand positioning, the “Jeep Philosophy” for living. As the campaign evolves, the commercials will focus on individual vehicles and the connection to consumers. Two 30-second spots will launch the new campaign and re-establish the brand with a new look and feel.

“Clocks,” the first spot in the new campaign, is a study of clocks in various settings, both interior and exterior. As the spot moves from frame to frame, the voiceover says, “Knowing that every day I have a choice to make, between watching the clock, and occasionally my back, or I can greedily, rightfully seize every ticking moment and never give one of them back.” The spot concludes with the camera taking the viewer through a spatial void to find a Jeep Wrangler, punctuated by the tagline, “I live. I ride. I am. Jeep.”

“Clocks” debuted Oct. 30 during “CBS Evening News with Katie Couric” and then rolled out to prime time network shows such as CBS’s “Ghost Whisperer,” “Late Show with David Letterman” and “The Late Show with Craig Ferguson;” ABC’s “20/20;” NBC’s “Tonight Show with Conan O’Brien;” and FOX’s “House.” The new spot then aired during Game 3 of the World Series.

The Dealer Advertising Associations (DAA) are also supporting the new campaign with media in their local markets. Later in the fourth quarter, a 30-second spot will also appear in more than 2,000 theaters on more than 30,000 screens.

“Reality” will be the second spot in the campaign that will air later in the month. The spot opens on various televisions as the channels are being changed showing different programming. The voiceover says, “Knowing reality isn’t captured by a hidden camera. It doesn’t come in episodes either. You see, I don’t live to live through anyone…ever. So while everyone waits to see the ‘next best’ this or ‘unbelievable’ that, here’s the reality: there is no rerun, when you are living in the now. So while you tune in, I’ll be somewhere getting out.” The spot closes with a unique view of the Jeep Liberty, again with the tagline, “I live. I ride. I am. Jeep.”

Additional television executions focusing on various Jeep nameplates will launch in December.

Print Ads.
The first phase of the all-new Jeep print campaign reinforces the television spots with headlines that reflect the new “Jeep Philosophy” of living, using unique views of the vehicles, highlighted on a clean, white background. Headline examples include, “Working toward a goal that doesn’t work against my life,” “Trading 40 hrs. for 40 mph,” “Following my own lead,” “Not reading every e-mail,” or ”Knowing that a tie doesn’t have to tie me down.” All print ads also include the new Jeep tagline, “I live. I ride. I am. Jeep.”

The print ads debuted on Oct. 30 in The Wall Street Journal, USA Today and the New York Times, and appeared in all three papers again on Nov. 4. During the week of Nov. 2, the new print ads can be seen in weekly magazines such as People, Time, Entertainment Weekly, ESPN and Sporting News.

Select print ads will also be translated into Spanish.

PHD continues as the Jeep brand’s media buying agency, while Organic provides interactive support.

Dealership Material.
Jeep dealers will also have available to them a variety of materials that communicate the brand’s new positioning and mirror the look and feel of the national campaign. In their tool box, dealers will have newspaper and point-of-sale templates that can be tailored with an appropriate retail message or to promote a sales event. Select television advertising will also be produced in a 23/7-second format so dealers can add a retail tag.

(source: Chrysler)

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2009 Jeep Ad Campaign -- End shot with vehicle.

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2009 Jeep Ad Campaign -- Boarder.

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2009 Jeep Ad Campaign -- Tough Guy.

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2009 Jeep Ad Campaign -- Tunes.

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Carlos's comments

You can add I'm Lame to “I live. I ride. I am. Jeep.” This campaign is weak. Jeep is the only currently desirable brand Chrysler has and the product is the smallest item on the print ads. The look is too safe and it does not fit the Jeep brand. When I look at the "Tough Guy" ad, I just want to laugh.

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