The Jeep® brand announced this morning that it is launching a new marketing campaign which focuses on the brand’s heritage of being the original SUV brand. The new tagline “Legends Aren’t Born, They’re Made,” represents the brand’s resounding rebuke to all other automakers’ attempts to stamp their SUVs in the same vein as a Jeep brand vehicle.
“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.”
“In the nearly nine years since the Jeep 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. “This global campaign gives the term SUV back its meaning. It is a reminder that the Jeep 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 released the first two advertisements of the new marketing campaign, this morning. The two 30-second spots, “Anthem” and “SUV Letters Earned,” are now running across television, in addition to the Jeep brand’s digital and social channels including YouTube, Facebook, Twitter and Instagram.
The campaign was created in partnership with the advertising agency, HighDive. A total of four new spots will run and focus on the Jeep brand’s entire lineup, including the all-new 2020 Jeep Gladiator.