I Live. I Ride. I Am. Jeep.

After the curtain was lifted and Chrysler -Fiat revealed their new five years business plan, one after the other, the new advertising campaigns for the manufacturer's brand began rolling off. Among the first, Chrysler revealed the "I Live. I Ride. I Am. Jeep" for the homonymous brand.

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,” Mike Manley, Jeep Brand CEO said in a release.

"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 ad campaign was created by GlobalHue and will be unfolded in three phases. First, the aforementioned tag line will be introduced, with the goal of "educating" the public about the "Jeep philosophy".

Then, the "I am" part of the tag line will be reinforced, before being completely removed in stage three. Why? Well after we were all educated, Chrysler will unveil the real motive behind the campaign: “I live. I ride. I buy. Jeep.” Who knows, maybe after reading this over and over, you will eventually buy one...

Unfortunately, there's no escaping the Jeep ads. They are and will be on TV, on banners, billboards, homepage takeovers from Yahoo, MSN and AOL and even in the subway.

The subway is the ultimate anti-Jeep experience,” Manley concluded. “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.
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About the author: Daniel Patrascu
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Daniel loves writing (or so he claims), and he uses this skill to offer readers a "behind the scenes" look at the automotive industry. He also enjoys talking about space exploration and robots, because in his view the only way forward for humanity is away from this planet, in metal bodies.
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