Jeep Campaign Reminds Us that Greatness Can Never Be Emulated
Heart-pounding TV spots feature Jeep’s full lineup, including the Wrangler, Cherokee and the upcoming 2020 Gladiator.
Jeep’s latest ad campaign, “Legends Aren’t Born, They’re Made,” delivers a resounding rebuke to all other automakers’ attempts to emulate the iconic appeal of their vehicles. The two 30-second spots, “Anthem” and “SUV Letters Earned,” are now running across television, in addition to the brand’s digital and social channels.
“In the nearly nine years since the Jeep launched its defining campaign, ‘The Things We Make, Make Us,’ we’ve come full circle to see the SUV become more relevant than ever,” said Olivier Francois, Chief Marketing Officer, FCA. “This global campaign gives the term SUV back its meaning. It is a reminder that Jeep, through its legendary DNA, continues to fulfill its promise of capability, durability and craftsmanship. It cements its legitimacy as the one true and rightful leader in the category.”
“Jeep SUVs are designed and engineered to go anywhere, do anything and bring you back. For Jeep, this is not a tagline,” said Tim Kuniskis, Head of Jeep Brand – North America. “The freedom and capability to explore, whether on road or off, is the essence of the brand. It’s this clarity of purpose that differentiates Jeep and the legends portrayed in this campaign.”
‘Anthem’
‘SUV Letters Earned’
The campaign will run across national, Tier II, African-American and Hispanic media. In all, four spots will run with more to follow, focusing on the full lineup, including the Wrangler, Grand Cherokee, Cherokee, Compass, Renegade and the all-new 2020 Jeep Gladiator.
As the first-ever automotive brand recognized as a “Cult Brand Honoree” at the annual The Gathering (Society of Cult Brands) in 2018, the brand was honored for its outstanding courage and unconventional thinking in achieving enviable brand engagement and reaping the benefits of cult-like status.