Jeep celebrates summer with 75th anniversary model ads

Michael Wayland
The Detroit News

Fiat Chrysler Automobiles NV is ringing in the summer with two new ad campaigns for its Jeep brand.

The first is a dual-branded campaign with 20th Century Fox promoting the new 2017 Jeep Grand Cherokee Trailhawk and upcoming film “Independence Day Resurgence.” A 30-second television spot featuring footage from the sequel to 1996’s “Independence Day” with the SUV began airing last week.

“This summer ... the fight ... for Earth begins ... with the Jeep brand vehicle,” says the voiceover in the ad. “And with trail-rated 4x4 capability, nothing can stand in the way of freedom.”

The second ad campaign is the third annual “Summer of Jeep” ad campaign features the brand’s 75th anniversary editions with a custom off-road song from one of its Super Bowl commercial.

The campaign recently debuted with two new 30-second television commercials featuring USA Basketball Men’s National Team finalist Paul George called “What I Stand 4” and “4x4Summer.”

“4x4Summer” continues the Fiat Chrysler Automobiles NV brand’s upbeat, adventurous message that started with Jeep’s “4x4ever” Super Bowl ad in February. It features the Jeep brand’s custom track, “4x4ever,” by singer-songwriter Morgan Dorr.

“Our Super Bowl spots set the stage for celebrating the Jeep brand’s 75th anniversary this year — with ‘Portraits’ serving as an acknowledgment of the brand’s worldwide community and ‘4x4ever’ bringing to life in song the attitude of Jeep vehicles’ off-road soul and on-road performance,” said Fiat Chrysler Chief Marketing Officer Olivier Francois in a statement.

The second ad features George chronicling his basketball journey, while focusing on what inspires him.

A third spot, “4 New Perspective,” which celebrates the Hispanic culture, will debut this week. Both “What I Stand 4” and “4 New Perspective” feature custom tracks influenced by the original “4x4ever” song.

“Available across the entire Jeep brand portfolio, our 75th Anniversary models feature unique interior and exterior accents that pay tribute to the brand’s history,” Head of Jeep Mike Manley said in a statement. “We are excited to share the summer with our global fans and followers, who have all helped to shape the legacy of our brand.”

This is the fifth year Jeep has teamed up with USA Basketball for an ad campaign.

The commercial with “Independence Day Resurgence” — in theaters June 24 — is the latest dual-branded partnership between the automaker and a movie. Others this year included Fiat with “Zoolander 2” and Jeep and Dodge for “Batman v Superman: Dawn of Justice.”

Both campaigns includes digital and social components across Facebook, Twitter, Instagram and Snapchat.

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