Fiat Chrysler Automobiles tonight dedicated two 60-second Super Bowl ads to its surging Jeep brand. The ads kick off a yearlong campaign celebrating the vehicle's 75th anniversary, which is poised to get significant marketing support.
The ads mark the debut effort for two agencies the automaker has not previously used: Omnicom Group's DDB Chicago handled one ad called "4x4ever," (below), while Cheil Worldwide's Iris New York worked on an ad called "Portraits" (above).
The two ads make referernces to Jeep's anniversary, but each spot strikes a different tone.
"Portraits," which aired during the halftime show, looks backwards, weaving in references to Jeep's 1941 roots as a military vehicle created for Allied soldiers in World War II. The spot uses 60 images from around the world, including photos of famous people who have links to Jeep, such as Marilyn Monroe, Jeff Goldblum and BB King, according to FCA. Also shown are pop culture moments linked to Jeep, including movies like "The Terminator." Ms. Monroe -- who also starred posthumously in a Snickers Super Bowl ad this year -- is connected to Jeep via a honeymoon trip she took to Korea with Joe DiMaggio in the wake of the Korean War. The couple rode in a Jeep, according to FCA. Mr. Goldblum -- who also starred in a Super Bowl ad for Apartments.com -- rode in a Jeep in "Jurassic Park."
"It's a global community formed in 1941 that has made the Jeep brand what it is today -- from the brave soldiers of World War II, to boundary breaking mavericks of the past and the trailblazers of the present -- every person has an incredible story to tell about how the Jeep has enabled them to see, feel and do," FCA said in a statement describing the spot.
The "4x4ever" ad, which ran in the fourth quarter, is more contemporary and set to original lyrics and a music score created specifically for the spot and sung by Morgan Dorr. The ad "celebrates the formidable story of capability that has transcended time and designs, and reimagines the idea of 4x4 to mean living a life that is without boundaries," the automaker stated.
Read more about FCA's Jeep efforts on Adage.com.