Jeep announces new tag, campaign


Jeep is launching a new brand advertising campaign with "Have fun out there. Jeep" as the new tag line. The effort will have three phases. The "Fun Wheels" portion kicks off 7/1 with billboards, outdoor boards, bus wraps and other out-of-home placements in 12 metros, plus four, :15-second TV spots, and a Web page, (The 12 are San Francisco, LA, Philadelphia, Detroit, Dallas, D.C., Miami, Denver, Baltimore, Boston, New York and Chicago.)

"Fun Wheels" are a variety of larger-than-life outdoor items that travel on wheels. There is a soccer ball with wheels, a picnic basket on wheels, an ice cooler on wheels — a total of nine items in all.

Phase two focuses on the heritage of Jeep and begins in mid-July. Planned are two national TV spots-a :60 and :30-second-called "Jeep Heritage." They begin airing on July 15 on all networks (programming includes ABC's "Desperate Housewives" and NBC's "Medium," "ER," and "My Name Is Earl") and major cable networks, including MTV, Food Network, HE, FX, E!, National Geographic, Bravo, USA, TBS, and TNT.

The lead magazine ad in phase two is a picture of a Wrangler 2-door with the headline, "Fun. Headquartered and manufactured in Toledo, Ohio." There will be additional print ads in national publications, (GO, Maxim, National Geographic, and Fortune, to name a few) and Web banners.

Phase three, "Sandbox," starts in early August and features a :30-second national TV spot that shows all seven Jeep Subs — the Wrangler 2-door, Wrangler Unlimited, Commander, Grand Cherokee, Liberty, Patriot and Compass — cavorting in a giant sandbox. In addition, :30-second spots based on "Sandbox" will feature Commander, Grand Cherokee, Compass and Patriot. Also, a national print ad with the headline, "7 vehicles. 1 purpose.", will be added to the media mix. The campaign shifts to the 2008 Jeep Liberty in September. Omnicom's Cutwater, San Francisco handled creative.