GlobalHue to handle advertising for Jeep and USA Basketball partnership
(April 23, 2012) The Jeep brand and USA Basketball announced their
partnership today as the Jeep Wrangler was named the "Official Vehicle
of USA Basketball." The Jeep brand formed a global partnership with USA
Basketball to support the men's and women's national teams.
Accordingly, the Jeep brand will launch a full advertising and marketing
campaign scheduled to begin Saturday, April 28. The Jeep brand also
announced the introduction of a uniquely designed special edition model,
the 2012 Jeep Wrangler Unlimited Altitude Edition, which will be
featured in the campaign.
The Jeep brand's national advertising campaign was created in
partnership with Global Hue of Southfield, Mich. and can be viewed at
the Jeep brand's YouTube site, www.youtube.com/jeep. Jeep fans can
follow all the action at the brand's interactive site -- www.jeep.com/usab,
www.facebook.com/jeep and www.twitter.com/jeep.
"Each member of the USA Basketball team embodies inner strength,
passion, a drive to win and a true sense of dedication they use to not
only represent their team, but also their country," said Mike Manley,
President and CEO – Jeep Brand, Chrysler Group LLC. "The Jeep brand is
proud to be on the same team as these talented men and women. Both
symbolize American pride, a strong history, a humble spirit, integrity,
courage and leadership."
The Jeep brand also named 2012 USA Basketball finalist and 2008 team
member, Chris Paul, as its spokesman for this partnership. In this role,
Paul will be featured in the Jeep brand's advertising campaign and
appear in a series of video vignettes that will give viewers a
behind-the-scenes look at various facets of the partnership with USA
"Like all Jeep brand vehicles, Chris Paul defines the meaning of true
athleticism and capability; we greatly admire his philanthropic efforts
and dedication to giving back to the community. His altruistic nature,
compassion and drive perfectly aligns with the Jeep brand values and
makes him a great fit for this initiative," said Manley.
"The Jeep brand has always been associated with the American spirit and
as a member of the 2012 USA Men's Basketball National Team, I am proud
to serve as spokesman for Jeep's partnership with USA Basketball,"
stated Chris Paul. "The concept of the 'Power Within' is evidenced in
my everyday life, both on and off the court. It will be that power that
will energize USA Basketball and Jeep to maximize this global
partnership in support of the Men's and Women's National Teams."
The Jeep brand will debut the "Power Within" advertising and marketing
campaign generated for the partnership with USA Basketball on Saturday,
April 28. The creative for the campaign was inspired by the power and
performance of the new V-6 Pentastar engine in the 2012 Jeep Wrangler
and also serves as a cornerstone for the brand's mission of using "power
with purpose and for good." The campaign features the new 2012 Jeep
Wrangler Unlimited Altitude Edition.
"'Power Within' is a mantra for our time as it is a reminder that power
with purpose is timeless," said Olivier Francois, Chief Marketing
Officer – Chrysler Group LLC. "From its visual elements to its selected
music, the campaign is designed to inspire viewers to do what it takes
to find their inner power."
Featuring select footage of the 2008 USA Basketball men's team, the new
broadcast spot titled, "When We All Believe," takes an inspirational
look at not only the dedication of these athletes, but also the fans who
pledge their allegiance. The brand introduces a new tagline, "Proudly
believing in USA Basketball."
"When We All Believe" features the track "The Believer" from
Grammy-award winning artist and actor, Common, and his new album, "The
Dreamer, The Believer" (Warner Bros.). Common is also featured as the
voice of the spot.
Print and Billboards
"Power Forward" and "Legendary Teams Live for the Road" are two new ads
created for print and billboards. They feature the Jeep Wrangler
Unlimited Altitude Edition and spokesman, Chris Paul. Both ads reflect
the "Power Within" theme using basketball cues to portray the road to
Online and Social Media
The brand's all-new microsite, www.Jeep.com/USAB, has been designed to
engage consumers in the full brand experience with exclusive
behind-the-scenes videos and social media contests.
Visitors to the site will be able to enter a contest to win their very
own Jeep Wrangler Unlimited Altitude Edition vehicle through an
interactive Jeep-USA Basketball themed design contest. The site also
features a basketball-themed game that will allow visitors to unlock
custom content and offers. The contest begins on Monday, May 21 and
runs through Monday, June 25. A winner will be randomly selected on
Monday, June 25.
Starting this month, a series of video vignettes featuring spokesman,
Chris Paul and NBA legend and ESPN/ABC analyst, Jalen Rose. The
vignettes will be featured at www.Jeep.com/USAB. Each vignette is
designed to give viewers a personal look at the power of the Jeep brand
and USA Basketball partnership.
The first vignette, "The Making of Power," will give viewers a
behind-the-scenes look at the making of the Jeep-USA Basketball
broadcast commercial featuring Chris Paul and the Jeep Wrangler
Unlimited Altitude Edition. "The Making of Power" debuted Sunday, April
Experience the Power
Attendees to the men's and women's USA Basketball exhibition game on
July 16 in Washington, D.C. will be able to be fully-immersed in the
Jeep brand. Whether it's stepping back in time and walking through the
Jeep brand's 70-year heritage, or participating in a basketball-themed
ride-and-drive that showcases the brand's legendary capability,
consumers can experience the power first-hand.
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