i live. i ride. i am. Jeep. - Times Square Offensive

Clearly set out to create a new image for itself, Chrysler's brand Jeep is moving on with its “i live. i ride. i am. Jeep.” campaign and will literally dominate New York's Times Square with several type of adds, including digital ones on the NASDAQ and Reuters buildings.

The invasion of Jeep adds (including 30-second videos on the aforementioned billboards) comes on Thanksgiving Day, from 6 AM to 2 AM.

“New York City on Thanksgiving Day provides a tremendous opportunity to communicate the unique Jeep spirit of freedom and adventure to a broad and diverse audience,” Mike Manley, Jeep Brand CEO said in a release.

“With millions of people arriving in New York for one of America’s most celebrated traditions – the Macy’s Thanksgiving Day Parade – the iconic Jeep brand will dominate the scene with a vast presence in Times Square and in subways and train stations throughout the city.”

The Jeep campaign, however, will not be limited to this. On November 30, Jeep will debut a new television spot, created by GlobalHue, marking the second phase of the marketing campaign. Even more, New York City subways and train stations will be flooded with Jeep adds. Print adds will debut with the December 11 issues of the Entertainment Weekly and Sports Illustrated.

"The subway is the ultimate anti-Jeep experience," Manley added. "It's crowded, stifling and routine - everything that Jeep is not. So why is it the right venue for Jeep? It offers an extensive number of impressions, not bound by time of day. And it provides a platform for a tailored message."