The Jeep brand is to launch a three-phase advertising campaign with the new strapline “Have fun out there. Jeep”.


The campaign will centre around the brand’s expanded seven-vehicle lineup, its 66-year history of 4×4 off-road capability and the “joy of driving Jeep vehicles”, the company said.


John Plecha, director – Jeep marketing & global communications, said: “Jeep has seven models in the 2007 model year, the most available to retail consumers at one time in the 66-year history of Jeep vehicles. The four-door Wrangler Unlimited is one of the hottest vehicles on the market today, while the new Compass and Patriot are attracting customers who are new to the Jeep brand.  Now is the absolute right time to keep the momentum going with a new tag line and ad campaign.”


The advertising campaign will have three phases, starting with outdoor and internet teaser advertising.  The “fun wheels” portion of the campaign begins on 1 July with billboards, outdoor boards, bus wraps and other out-of-home placements in 12 major metropolitan areas, plus four, 15-second TV spots, and a web page, havefunoutthere.com.


“Fun wheels” are a variety of larger-than-life outdoor items that travel on wheels, including a soccer ball with wheels, a picnic basket on wheels, and an ice cooler on wheels.


Phase two of the national campaign focuses on the heritage of Jeep and begins in mid-July.  Planned are two national TV spots – a 60-second and a 30-second – called “Jeep Heritage.”  They begin airing on 15 July on all US TV networks.


The lead magazine ad in phase two is a picture of a Wrangler 2-door with the headline, “Fun.  Headquartered and manufactured in Toledo, Ohio.”  The copy delves into the history of Jeep. There will be additional print ads in national publications and web banners.


Phase three of the campaign, called “Sandbox,” starts in early August and features the entire Jeep vehicle lineup. “Sandbox” is a 30-second national TV spot that shows all seven Jeep subs. In addition, 30-second spots based on “Sandbox” will feature Commander, Grand Cherokee, Compass and Patriot.  Also, a national print ad with the headline, “7 vehicles. 1 purpose.”, will be added to the media mix.


The campaign shifts to the redesigned 2008 Liberty in September.


The new brand campaign is the first creative from Cutwater, based in San Francisco.