Company: Chrysler

Brand: Jeep

Medium: Multimedia

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.

Grade: A




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  • 34 Comments
      G-dubya
      • 3 Years Ago
      My Wrangler Unlimited V-6 does not sound like the dubbed in V-8 sound they have in this commercial. I am jealous. That is the only flaw I found in this ad.
      Seph
      • 3 Years Ago
      I gave it a B. It's a very powerful ad, but only for powerful for fans of the game. If you show it to a 30+ adult, he'll maybe think that the ad is a trailer for a movie.
      Paul P.
      • 3 Years Ago
      As an ad, it's good. As a product, it's stupid. Instead of the diesel Wrangler or Wrangler pickup people have been asking for for years, we get a Wrangler with a video game sticker package. No thanks.
        sirjaysmith
        • 3 Years Ago
        @Paul P.
        sticker package? the MW3 version has quite a bit of hardware upgrades too, why don't you go read up on it.
        Mike D
        • 3 Years Ago
        @Paul P.
        Adding parts and features for marketing purposes is a lot cheaper and easier to do than a major change like adding a diesel engine or pickup bed from the factory that is legal in the US. Jeep has already stated that the reason they won't bring out a pickup right now is that the current Wrangler is late in it's model cycle right now and it wouldn't make sense to make such a major change when they'll be bringing out a complete redesign soon anyway. Marchionne has also stated that there will be diesels in Jeeps within the next couple years, changes like that can't happen overnight.
      Making11s
      • 3 Years Ago
      There is just something pathetic about a non-military vehicle trying to create some kind of military tie-in for marketing purposes.
        Elmo
        • 3 Years Ago
        @Making11s
        Uh the Jeep Wrangler has a HUGE military tie-in. Don't know if you remember, but the Wrangler in Willys form was the military's main light duty people carrier before the HMMWV.
          Mike D
          • 3 Years Ago
          @Elmo
          To add to this the Jeep J8 is a vehicle based on the Wrangler Unlimited that is still used by military groups around the world.
      Tovah Plevyak
      • 3 Years Ago
      Stupid
      MocMyLov
      • 3 Years Ago
      Why would anyone drive through that with the top off??
      Tovah Plevyak
      • 3 Years Ago
      stupid
      Nicholas Biebel
      • 3 Years Ago
      I'll take a Toyota Hilux or a Nissan Hardbody over that and still have some change left over.
        Elmo
        • 3 Years Ago
        @Nicholas Biebel
        And then you'd have 2 REALLY rusted out trucks compared to a brand new Wrangler.
          jtav2002
          • 3 Years Ago
          @Elmo
          What does a rust problem on older generations of trucks have to do with new trucks? Guess people better not buy Fords either, I hear the Firestone tires blow out!
      budwsr25
      • 3 Years Ago
      Here comes another 40k jeep that will never see mud or dirt. Also the 4door jeep is no at trail driving because it is to big. What happend to the jeep?
      Agilis
      • 3 Years Ago
      I would have given it an A, but instead I gave it a B because of one gigantic flaw. Are we supposed to believe at the end that the jeep is tougher or as tough as a Russian HIND? Not even I can swallow that stretch and I'm considered gullible at times. I think I speak for all and say, no way.
        Yan Ramírez
        • 3 Years Ago
        @Agilis
        Throw a chain into it´s rear rotor and see how tough that bad chopper is XD
          Agilis
          • 3 Years Ago
          @Yan Ramírez
          HAHA. Not sure if that would have any effect. But see, you gotta get past it first though before it takes you out with its 23 mm cannon. I don't think I'd take this thing head on: http://en.wikipedia.org/wiki/File:Mi-24_Desert_Rescue.jpg
      Terry Bowman
      • 3 Years Ago
      Chrysler's attempt to get back in the "game of selling" - sorry show me a special ops version of the Jeep not that crap
      • 3 Years Ago
      [blocked]
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