Ad Agency: Global Hue
Product: Jeep Wrangler Call of Duty: MW3 Special Edition
Campaign: "Toughest Vehicle in the World."
What We Like: Not all of us are video gamers. But there is apparently a big overlap between Jeep Wrangler buyers and those who worship the most popular video game franchise on the planet: Call of Duty. Jeep's latest ad campaign puts the Wrangler back in the franchise's latest installment, Call of Duty: Modern Warfare 3, which went on sale today. This is a sequel to last year's successful partnership between Jeep and Call of Duty: Black Ops. The TV and web advertisements for this new campaign work like trailers for Modern Warfare 3, while the billboard and print ads carry through the look and feel of the Call of Duty world.
Given the Wrangler's history when it comes to warfare, especially World War II, this co-branding is a natural fit. If you are a gamer, it's cool. And even if you aren't a gamer, it looks pretty neat and gives Jeep an alternative environment (apart from mountains and streams) to place the Wrangler. We especially like the copy line in the print ads that says on one page, "Toughest Vehicle in the World," and on the second page, "The Toughest Vehicle in any World."
What We Don't Like: Unless video games that take place amidst warfare aren't your cup of tea, there's not much to criticize here. We can potentially see some of the more environment-loving Jeep enthusiast base not cottoning to the warfare association, but that's probably not enough to get them out of their Wranglers anyway.
Strategy: Zounds! According to numbers supplied by Chrysler, nine million people play Call of Duty every night. That's a bigger audience than those watch Bill O'Reilly and Rachel Maddow combined. This is a slam-dunk deal for Jeep, and the company extends into the real world with a special edition Call of Duty: MW3 Wrangler that sells at a price premium and is over-sold.