- Jeep® Wrangler named ‘Official Vehicle of USA Basketball’
- USA Basketball Finalist and 2008 USA Basketball Team Member, Chris Paul, serves as Jeep-USA Basketball spokesman
- Jeep brand launches ‘Power Within’ fully-comprehensive advertising and marketing campaign dedicated to partnership; consumer and charitable events planned
- Jeep brand advertising campaign debuts Saturday, April 28
- New 2012 Jeep Wrangler Unlimited Altitude Edition introduced and featured in the new advertising campaign
- Jeep brand introduces new tagline for Jeep-USA Basketball campaign – ‘Proudly believing in USA Basketball.’
- Jeep fans can follow all the action at the brand’s interactive site – www.jeep.com/usab, www.facebook.com/jeep, www.youtube.com/jeep and www.twitter.com/jeep
Los Angeles , Apr 23, 2012 - The Jeep® brand and USA Basketball announced their partnership today as the Jeep Wrangler was named the “Official Vehicle of USA Basketball.” The Jeep brand formed a global partnership with USA Basketball to support the men’s and women’s national teams. Accordingly, the Jeep brand will launch a full advertising and marketing campaign scheduled to begin Saturday, April 28. The Jeep brand also announced the introduction of a uniquely designed special edition model, the 2012 Jeep Wrangler Unlimited Altitude Edition, which will be featured in the campaign.
“Each member of the USA Basketball team embodies inner strength, passion, a drive to win and a true sense of dedication they use to not only represent their team, but also their country,” said Mike Manley, President and CEO – Jeep Brand, Chrysler Group LLC. “The Jeep brand is proud to be on the same team as these talented men and women. Both symbolize American pride, a strong history, a humble spirit, integrity, courage and leadership.”
“We are proud to have the Jeep brand’s support of USA Basketball as we prepare to represent our country both on and off the court this summer,” said Jerry Colangelo, USA Basketball Chairman. “The defining characteristics of these two American brands make the affiliation feel natural, and the strategic buildup of USA Basketball-themed events, along with the comprehensive advertising and marketing campaign, will put the Jeep brand top of mind with sports fans around the world.”
The Jeep brand also named 2012 USA Basketball finalist and 2008 team member, Chris Paul, as its spokesman for this partnership. In this role, Paul will be featured in the Jeep brand’s advertising campaign and appear in a series of video vignettes that will give viewers a behind-the-scenes look at various facets of the partnership with USA Basketball.
“Like all Jeep brand vehicles, Chris Paul defines the meaning of true athleticism and capability; we greatly admire his philanthropic efforts and dedication to giving back to the community. His altruistic nature, compassion and drive perfectly aligns with the Jeep brand values and makes him a great fit for this initiative,” said Manley.
“The Jeep brand has always been associated with the American spirit and as a member of the 2012 USA Men’s Basketball National Team, I am proud to serve as spokesman for Jeep’s partnership with USA Basketball,” stated Chris Paul. “The concept of the ‘Power Within’ is evidenced in my everyday life, both on and off the court. It will be that power that will energize the USA Basketball and Jeep to maximize this global partnership in support of the Men’s and Women’s National Teams.”
“Power Within” Advertising and Marketing Campaign
The Jeep brand will debut the “Power Within” advertising and marketing campaign generated for the partnership with USA Basketball on Saturday, April 28. The creative for the campaign was inspired by the power and performance of the new V-6 Pentastar engine in the 2012 Jeep Wrangler and also serves as a cornerstone for the brand’s mission of using “power with purpose and for good.” The campaign features the new 2012 Jeep Wrangler Unlimited Altitude Edition.
“’Power Within’ is a mantra for our time as it is a reminder that power with purpose is timeless,” said Olivier Francois, Chief Marketing Officer – Chrysler Group LLC. “From its visual elements to its selected music, the campaign is designed to inspire viewers to do what it takes to find their inner power.”
Featuring select footage of the 2008 USA Basketball men’s team, the new broadcast spot titled, “When We All Believe,” takes an inspirational look at not only the dedication of these athletes, but also the fans who pledge their allegiance. The brand introduces a new tagline, “Proudly believing in USA Basketball.”
“When We All Believe” features the track “The Believer” from Grammy-award winning artist and actor, Common, and his new album, “The Dreamer, The Believer” (Warner Bros.). Common is also featured as the voice of the spot.
Print and Billboards
“Power Forward” and “Legendary Teams Live for the Road” are two new ads created for print and billboards. They feature the Jeep Wrangler Unlimited Altitude Edition and spokesman, Chris Paul. Both ads reflect the “Power Within” theme using basketball cues to portray the road to victory.
Online and Social Media
The brand’s all-new microsite, www.Jeep.com/USAB, has been designed to engage consumers in the full brand experience with exclusive behind-the-scenes videos and social media contests.
Visitors to the site will be able to enter a contest to win their very own Jeep Wrangler Unlimited Altitude Edition vehicle through an interactive Jeep-USA Basketball themed design contest. The site also features a basketball-themed game that will allow visitors to unlock custom content and offers. The contest begins on Monday, May 21 and runs through Monday, June 25. A winner will be randomly selected on Monday, June 25.
Starting this month, a series of video vignettes featuring spokesman, Chris Paul and NBA legend and ESPN/ABC analyst, Jalen Rose. The vignettes will be featured at www.Jeep.com/USAB. Each vignette is designed to give viewers a personal look at the power of the Jeep brand and USA Basketball partnership.
The first vignette, “The Making of Power,” will give viewers a behind-the-scenes look at the making of the Jeep-USA Basketball broadcast commercial featuring Chris Paul and the Jeep Wrangler Unlimited Altitude Edition. “The Making of Power” is scheduled to debut Sunday, April 22.
Experience the Power
Attendees to the men’s and women’s USA Basketball exhibition game on July 16 in Washington, D.C. will be able to be fully-immersed in the Jeep brand. Whether it’s stepping back in time and walking through the Jeep brand’s 70-year heritage, or participating in a basketball-themed ride-and-drive that showcases the brand’s legendary capability, consumers can experience the power first-hand.
Power for Good
Earlier this year, the Jeep brand teamed up with the Jalen Rose Leadership Academy (JRLA), an open enrollment public charter high school in Detroit, to develop a multi phased development program to expose students to programs and events designed to enrich and develop their educational path.
Elements of the partnership include a mentoring program between Jeep brand employees and students, field trips to several Chrysler Group facilities, including the Jefferson North Assembly Plant and the Jeep Design Studio, development of a marketing project and sponsorship of the academy’s boys’ and girls’ basketball teams.
As part of its partnership with the JRLA, the Jeep brand will send the academy’s boys’ and girls’ basketball teams to a USA Basketball exhibition game in July. The Jeep brand and USA Basketball also will hold a special basketball clinic with the JRLA students and select members of the USA Basketball National Team.
“This trip is just one extension of the amazing partnership we have with the Jeep brand,” said Jalen Rose, JRLA Founder. “It is a privilege to have the Jeep brand support our efforts to have a positive influence on our future leaders.”
For more information on this partnership or the JRLA, visit www.jrladetroit.com.
The Jeep brand’s national advertising campaign was created in partnership with Global Hue of Southfield, Mich. and can be viewed at the Jeep brand’s YouTube site, www.youtube.com/jeep. Jeep fans can follow all the action at the brand’s interactive site – www.jeep.com/usab, www.facebook.com/jeep and www.twitter.com/jeep.