Jeep Wrangler Takes Center Stage in Times Square

How do you get the attention of people in a bustling city like New York in order to promote a Wrangler giveaway?

How about by hanging the 2,000-pound Jeep from the side of a building? The display is actually part of a 64-foot 3D billboard promoting the release of a new Play Station 4 Lara Croft game, Rise of the Tomb Raider.

The display was created by Out of Home America Wilkins Media and Liquid Advertising, as highlighted in an Ad Week report.

Patrick Runco, vp and executive creative director of Liquid Advertising, said the goal was to come up with a big idea to promote the PS4 launch.

“We’re all huge Tomb Raider fans at Liquid, so when [game publisher] Square Enix wanted to put together a giveaway to support the big PS4 launch, we knew we had to create a big, vertigo-inducing outdoor scene to show off the prize Jeep,” Runco, told Ad Week. “And it was a chance for us to have a little fun with Times Square, in that the Jeep is in a parking spot that maybe only Lara Croft could possibly get.”

Well, I think it’s safe to say that was achieved.

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Via [Ad Week]