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It's no newsflash that Jeeps are fun, and that's the new angle the brand is taking to move iron at a pace faster than crawling the Rubicon. Jeep's most recent figures show a 15-percent gain in June from last year, so it's not like they're sitting on their thumbs, but Jeep's been listening to feedback from their often-rabid owner base, and the new tag line will read thusly: "Have fun out there. Jeep." Previous advertising campaigns have pointed up the exclusive club you join by being a Jeeper. "There's Only One," and "Only In A Jeep" send the message that Jeeps can do things that no other vehicle can do (besides, perhaps, Land Rovers, Hummer H1s, maybe even a gingerly piloted H2.) We tend to agree that no other vehicle offers the capability of a Wrangler for the money, nor the vast and supportive owner and fan base. Never before has Jeep offered so many models at one time than now, with their seven different flavors. There's the format that started it all, in the form of the Wrangler, and the line has been fleshed out to include larger and more luxurious models as well as smaller entry-level Jeeps.

The tagline is already at Jeep.com's front page, and there's a super cool user-involvement site at havefunoutthere.com. Look for the teasers to start soon – "fun wheels," outsized outdoor items like a cooler, a fishing lure, and a soccer ball with wheels, will start showing up on billboards, buses, and elsewhere in 12 metro areas. Next will be TV spots on major networks that focus on Jeep's 66-year heritage. Following later will be another TV spot showing an overview of the entire Jeep line. The print portion of campaign begins with a Wrangler-based spread and the copy "Fun. Headquartered and manufactured in Toledo, Ohio." We love the Jeep Wrangler for its friendly character, its indomitable spirit directly traceable to its WWII roots, and capabilities. The Patriot has the family looks and is an entry point to the fold; when it's time to grow up, there's the Liberty or the Grand Cherokee. We won't speak about the Compass. Jeeps are a heck of a lot of fun, and the newfound advertising is a nice change from the chest-thumping of the past.


Jeep® Brand Announces New Advertising Tag Line and Ad Campaign for Its Expanded Lineup of 4x4 Sport-Utility Vehicles

•"Have fun out there. Jeep®" is the new tag line

•Outdoor and Internet teaser ads debut July 1; national campaign is mid-July

•Focus is on the seven Jeep vehicles, the most in the brand's history

•Campaign is the first from Cutwater, the new creative ad agency for Jeep

Auburn Hills, Mich. - The Jeep® brand announced today it is launching a new brand advertising campaign on July 1 that will take advantage of the brand's expanded seven-vehicle lineup, its 66-year heritage of 4x4 off-road capability and the inherent joy of driving Jeep vehicles. "Have fun out there. Jeep®" is the new brand advertising tag line.

The new ad campaign is designed to strengthen the already-legendary image of the brand and bring more buyers into the Jeep owner base, one of the most loyal in the industry. While the campaign's primary message is that driving the brand's sport-utility vehicles provides a unique-to-Jeep fun, it will also emphasize that, with an expanded lineup of seven Jeep vehicles, "Now there's a Jeep vehicle for you," said John Plecha, Director - Jeep Marketing & Global Communications. "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," said Plecha. "The 4-door Jeep Wrangler Unlimited is one of the hottest vehicles on the market today, while the all-new Jeep 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 kicks off July 1with 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 site, havefunoutthere.com.

(The 12 are San Francisco/Oakland/San Jose, Los Angeles, Philadelphia, Detroit, Dallas, Washington, D.C., Miami/Ft. Lauderdale, Denver, Baltimore, Boston, New York and Chicago.)

"Fun wheels" are a variety of larger-than-life outdoor items that travel on wheels. There is a soccer ball with wheels, a picnic basket on wheels, an ice cooler on wheels - a total of nine items in all. (The other fun wheels are a camping tent, fishing lure, kayak, snowboard, surf board and inner tube.)
"We've proved over the years that Jeep vehicles allow people to go anywhere and do anything. At the same time, owners tell us that driving Jeep vehicles is a heck of a lot of fun, too," Jay Kuhnie, Director - Jeep Communications, said. "The fun wheels represent some of the fun outdoor activities that are associated with Jeep vehicles and the Jeep lifestyle."

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 July 15 on all networks (programming currently includes ABC's "Desperate Housewives" and NBC's "Medium," "ER," and "My Name Is Earl") and major cable networks, including MTV, Food Network, VH1, FX, E!, National Geographic, Bravo, USA, TBS and TNT.

The lead magazine ad in phase two is a picture of a Wrangler two-door with the headline, "Fun. Headquartered and manufactured in Toledo, Ohio." Jeep Wranglers are manufactured at the Toledo North Assembly Plant. The copy delves into the history of Jeep. There will be additional print ads in national publications (GQ, Maxim, National Geographic and Fortune to name a few) 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 SUVs - the Wrangler two-door, Wrangler Unlimited, Commander, Grand Cherokee, Liberty, Patriot and Compass - cavorting in a giant sandbox. 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 all-new 2008 Jeep Liberty in September.

The new brand campaign is the first creative from Cutwater, based in San Francisco. The Cutwater advertising agency is part of the Omnicom entity. BBDO Detroit, in Troy, Mich., is the agency of record for the Jeep brand.
About the Jeep Brand

The Jeep brand has expanded to seven nameplates in the 2007 model year, the most available to retail consumers at one time in the brand's 66-year history. With the introduction of the all-new 2008 Jeep Liberty mid-size sport-utility vehicle (SUV), Jeep offers customers the freshest, most capable and widest range of sport-utility vehicles under one brand in the industry.

At the start of 2004, the brand's trio of tough, capable, rugged SUVs included the venerable Jeep Grand Cherokee, Jeep Liberty (Cherokee outside North America) and the icon of the brand, the Jeep Wrangler. In 2005, the Jeep Commander was introduced. In 2006, the redesigned Jeep Wrangler was unveiled. Also debuting in calendar year 2006 were three more all-new Jeep vehicles: Jeep Patriot, Jeep Compass and the four-door Jeep Wrangler Unlimited.

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    • 1 Second Ago
      • 7 Years Ago
      Jeep desperately needs to add a more powerful engine option for the Wrangler. The existing minivan engine just doesn't cut it. If they offered a V8 option I would buy one immediately. As it stands, it is just gutless.

      Bruce Sherman
        • 7 Years Ago
        Actually, the 3.8L is quite capable...and perfectly suited for a Wrangler driver.
        • 7 Years Ago
        I think the new Wrangler looks great, but I was very disappointed that they have never saw fit to include a diesel engine option, either a V6 or a turbo 4.

        It would be more powerful, like you're wanting, and would also extend the range of the vehicle at least another hundred miles, for when you're out in the distant wild places far from gas stations.

        I gotta think a lot of people would pay an extra thousand for those two advantages.
        • 7 Years Ago
        Hi Fuzzmanmatt,

        I hear you but I think it is kind of nutty to spend that kind of money for a new Wrangler and then have to swap in a new engine. Chrysler needs to build it right to begin with--and that means a more powerful engine option from the factory.

        I test drove one and it is a slug.

        • 7 Years Ago
        Don wrote:"Actually, the 3.8L is quite capable...and perfectly suited for a Wrangler driver. "


        Have you ever driven one???? We have the same engine in our Chrysler minivan. The engine is just barely adequate for the minivan. The Wrangler is heavier--especially the Unlimited.

        Go drive the new Wrangler--I did--and then tell us if you still think it is "quite capable" and "perfectly suited for a Wrangler driver."

        Honestly, the Wrangler needs more power. As it stands now, it is frustratingly gutless.

        • 7 Years Ago
        Amen to that, Bruce. I've got a 2000 Wrangler with the 190 hp 4.0 liter straight six and I am always wishing I had more power, especially on the freeway. The new Wrangler's V6 is only a 12 hp bump up from my Jeep, not a great improvement. A V8 is sorely needed, although I will say that old six in my Jeep is very tough and dependable, and has good torque for low-speed off-roading.
        • 7 Years Ago
        So do what tons of people already have done: add one yourself. It's not that hard, conversion kits are all over the place, and if you prefer to pay for it instead of doing it yourself, any good four wheel drive shop will be happy to swap it for you.
      • 7 Years Ago
      Where does that doomed Dodge Nitro come in. Isn't that a version of the Compass or Patriot?
        • 7 Years Ago
        Dave, I do agree that the General's 350 is the most durable, most proven, easiest to work on V8 engine ever created. I would put the AMC 360 in close second. However, I still think the 4.0L straight-six was the most bullet-proof engine to ever come out of Detroit. You could kick the snot out of that thing and it would always come back for more. It's a shame they discontinued it in favor of the 3.7L. As far as other sixes go, the 4.3L derivative of the 350 was a great engine, as was the General's 3.8L.
      • 7 Years Ago
      Jeep is getting closer in their advertising, but not in their product mix.

      What they *should* develop is a up-level CJ/YJ/Wrangler offshoot. Off-road oriented, open top, bigger, meaner, V8 powered (or diesel), more luxury. Think Defender 90 and Hummer H1 open top as role models...

      People go gaga over a very capable, very cool, very expensive off road machine, even though few will take it through more than a deep puddle.

      • 7 Years Ago
      What's with the whining about the engine? The 3.8-liter V-6 engine produces more horsepower and torque than its predecessor. Everyone loved the 4.0 but it was/is getting long in the tooth. I think the new engine might get a few MPG better too. The 3.8-liter V-6 engine produces more horsepower and torque than its predecessor. Compared to the 4.0-liter inline six-cylinder engine, the 3.8-liter is lighter and shorter, and maintains higher torque at speeds above 3400 rpm, allowing for an expanded operating range. Something the prior engines did not offer.

      Yeah I think jeep needs a Hemi and of course a diesel. The Hemi might happen. For some reason getting diesels now is troublesome at best. I mean they offered it for a short time in the liberty then killed it.
        • 7 Years Ago
        The 4.0 is something different. You might not be a Jeep owner, so you might not understand. The 4.0 in the previous Jeeps was able to recover from stalls easier - making off-roading easier without constant stalls when trying to crawl up obstacles. It was also damn near bulletproof. Earlier (pre-1998) versions had a near indestructable cast-iron block, while the newer ones are wimpy aluminum. Fuel economy might be better, but the 4.0 was a damn good engine and its 40+ years of service have not gone without fanfare.
      • 7 Years Ago
      Have fun out there...in a used Cherokee. Chrysler should never be forgiven for dropping that model.
      • 7 Years Ago
      Have fun out there? More like, have fun collecting your loved ones life insurance, because they just got killed in one of the most unsafe vehicles in America. I am all German, my whole family is. We are German first and formost for SAFETY reasons! I know a lot of people that have died in Jeeps like the one pictured above. My brother actually knew 4 people that died in one. Such a dangerous car...
        • 7 Years Ago
        That's confusing. What's safe about being a German? I'm half German on my mothers side so does that make me half safe? Would it help if I got a little sign for my rear window that said "German on Board"?
        • 7 Years Ago
        Dangerous Schmangerous - drive without rectal-cranial inversion, pay attention, and remain in control. The safest car is one that avoids an accident. Jeeps meet the safety requirements to be sold in the US. Rather than assume that you _will_ get in an accident, wouldn't it be wiser to drive attentively and know your vehicle, so you don't get mired in the crash in the first place?

        Besides - safety is overrated. It's amazing that mankind managed to live for millenia without airbags.
        • 7 Years Ago
        If its not dangerous, its not fun.
        • 7 Years Ago
        While the Wrangler may not be the safEST car ever, I would still feel safe in it. Who says only German cars are safe? There are MANY MANY MANY cars that get 5-star ratings and happen to be British, Japanese, and...well, whaddayaknow...AMERICAN. It's 2007 in case no one has bothered to tell you yet.
        • 7 Years Ago
        I am not saying being "German" makes it safer. What I should have said is that Jeep should learn something from the German car makers, i.e. Audi who makes the two safest cars in the world as of 2007; the A4 and A6. You are more likely to walk away in a German car than any other car in the world. Crash test ratings prove this. So do the standard features, ASR, ESP, 6 standard airbags, rear optional airbags... some cars even have 12 I think. All in all, those Jeeps are dangerous. That is all I am saying.
        • 7 Years Ago
        "Have fun out there? More like, have fun collecting your loved ones life insurance, because they just got killed in one of the most unsafe vehicles in America"

        You're terribly misinformed. The 2006 model got 4/5 stars for frontal impact, and 4/5 stars for rollover from the NHTSA. The IIHS gave it nothing less than acceptable in the frontal offset and a few good ratings to boot.

        The 2007 model introduced electronic stability control, optional side-curtain airbags, traction control, optional tire pressure monitoring system, and anti-lock brakes in addition to extending the track. IIHS has yet to post an evaluation, but the NHTSA rated it 5/5 stars in frontal crash.

        The current model and the TJ may look like the old MBs/CJs, but there's a world of difference in terms of safety.

        "We are German first and formost for SAFETY reasons!"

        I'm sorry to hear about everyone around you dying in a Jeep, but I fail to see why being German has anything to do with it. Nor did I realize you could choose to be German for safety reasons. That's cool. Can I be German, too? I'm Irish for genetic reasons.
        • 7 Years Ago
        The car is only as safe as the driver...
      • 7 Years Ago

      I believe that the Patriot is quite pathetic off-road. So I would not classify it as a real Jeep. As for the Compass it is quite a disgrace to the Jeep heritage.
      • 7 Years Ago
      " Jeeps can do things that no other vehicle can do (besides, perhaps, Land Rovers, Hummer H1s, maybe even a gingerly piloted H2.)"

      sorry, but no Hummer could EVER compete with the Wrangler, their size and lack of solid axles will always be their downfall, and what Landrover on earth can outwheel a Wrangler? I give props to the Defender, but that isn't even available in the U.S.
      • 7 Years Ago
      Too bad we can't have fun out here in Canada.

      They cancelled the Jeep Jamboree for this year, and probably all years to follow. No doubt some paper-pushing accountant saw no reason to have a fun event to encourage some owner loyalty. I know people who have actually decided not to buy a new Jeep because the Jamboree was one thing they were looking for.
      • 7 Years Ago
      At least Jeeps can be fun, under certain circumstances. I consider "Bold Moves" and "An American Revolution" MUCH lamer. Especially when there's nothing bold or revolutionary about Fords or Chevys.
      • 7 Years Ago
      JEEP 's rep took an emasculating hit with those Comapass and Patriot models.Seems like they've lost their vision and are cashing in on the JEEP name when they introduce watered down models like that.I want to see that little JEEP pick up made.And get away from those plush mommy/grannymobiles.
      • 7 Years Ago
      You know, I just dismiss you when some of you bash other domestic makes. Furthermore, you could insult my mother and slap my wife. But there is absolutely no need to ever bad mouth a Jeep, especially if you've never owned one.

      Whether in the city or in the Pinebarrens, a Jeep has never left me stranded. I've helped pull an X5 from a ditch, a Rav4 from a snow drift and Land Cruiser driven by a bunch of yuppies who wanted to see the 'barrens from the sand trails.

      In the past we've had two Cherokees and a Wrangler. Currently, we've just finished restoring a CJ-7 and our Grand Wagoneer still runs as strong as the day it came off the lot. While the 4.0L straight-six doesn't have the grunt of the GW's 360, it is by far the most bullet-proof engine ever made. It's power is acceptable and it's torque is more than respectable.

      Someone who would never think about taking their vehicle offroad will never understand a Jeep. Their past products are legendary and their new products are only getting better. Would I buy a Compatriot? No, but for a car-based vehicle their offroad capabilities are still nothing less than impressive.
        • 7 Years Ago
        The 360 ci engine may be one of Jeeps best engines, but the most durible engine was the GM 350 engine.
        • 7 Years Ago
        The Grand Wagoneer and Cherakee Chief were pretty neat vehicles.

        The 360 ci engine may be one of Jeeps best engines, but the most durible engine was the GM 350 engine.
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