Legends are made, not born in Highdive Jeep campaign


A pair of
bold and righteous
30-second spots
are paving the way
for the brand’s
multi-market campaign

Jeep has something to say about being a legend.

“Legends aren’t born. They’re made.” It feels like that line wants to end with b*tches, but alas it doesn’t.

The new 360-degree campaign, which reaffirms the automaker’s legendary SUV status comes to us from Chicago’s boutique agency HighDive.

The first two spots deliver a resounding rebuke to all other automakers’ attempts to stamp their SUVs in the same vein as a Jeep.

The two 30-second spots, “Anthem” and “SUV Letters Earned,” are now running across TV, in addition to the brand’s digital and social channels including YouTube, Facebook, Twitter, and Instagram.

“In the nearly nine years since the brand 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. Take a look at the spot called “Anthem” below:

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“This global campaign gives the term SUV back its meaning,” Francois adds. “It is a reminder that the brand, 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. 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 the brand and the legends portrayed in this campaign.”

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 Jeep brand full lineup, including the Wrangler, the Grand Cherokee, the Cherokee, the Compass, the Renegade and the all-new 2020 Gladiator.

Source: FCA US