Jeep Jurassic
Chances are that you already know Jeep, one of the most famous brands when it comes to the production of American automobiles. In 1945 the first civilian Jeep launched and, ever since, the brand has become a synonym for good quality, sport utility vehicles and off-road vehicles with some models reaching into the more luxurious SUV segment. It is now part of the Chrysler Automobiles family and that is certainly reflected on the general image and branding of the company.
Since the Jeep Vehicles were originally destined for military use during World War II, they have always been considered to be cars for “fighters”. That is also what they wish to portray in their most recent commercial that aired during Super Bowl. The ad is showcasing all the off-road abilities of the All-New 2018 Jeep® Wrangler, combining them with the company’s link to the legendary movie “Jurassic Park”.
“Marvel at the unmatched capability of the All-New 2018 Jeep® Wrangler as it goes head-to-head with the mighty T-Rex, in our 2018 Big Game Commercial. And, see Jurassic World: Fallen Kingdom, in theaters June 22” they say.
This commercial is considered to be one of the best ads that aired during this year’s Super Bowl. The clip features Jeff Goldblum who is chased by a giant dinosaur, while he is driving the All-New 2018 Jeep Wrangler. The scene takes us back to the adventure of the original Jurassic Park with the protagonist passing through a wild forest trying to escape from the T-Rex. When Jeff manages to escape, he is addressed to the dinosaur saying ‘’How do you like it now my friend?’’ After that, we see something strange: the Jeep Wrangler starts chasing the T-Rex! In the last scene, we see that all of that was a daydream and Jeff wakes up sitting in the car, inside a car dealership. The lady who works there asks him if he would like to take the car for a test drive and Jeff, affected by his adventurous daydream, responds ‘’I just did’’. Perfect combination of fantasy and reality!
As referred above, the Jeep Vehicles are designed for fighters. The brand, and especially the Jeep Jurassic, want to talk to those people, who are eager to live their life to the fullest. The message of the commercial has to do with the feeling of adventure. The ad utilizes the famous actor, who has got the lead part in the movie “Jurassic Park” and, in that way, the brand makes sure that the potential customer will get the right hint and he will taste part of the adrenaline, which the movie and, as a result, Jeep offer.
As always, airing a commercial during Super Bowl is a great strategic move. You guarantee that your ad will receive maximum viewing and that it will also fall under the widely loved category of “Super Bowl ads” that tend to be in the spotlight, arouse conversation and even become viral!
The best part of the idea is that, in the end, it’s all fantasy. The viewer-fighter is feeling so emerged in the adventure and so consumed by the adrenaline that he doesn’t even need to do a test-drive of the car. He is sure that is going to live all the amazing experiences that he dreams of and that he is certainly going to feel safe in his new vehicle. Actually, not only will he be safe, but he will also be the one that is going to change the rules (The Jeep is chasing the T-Rex dinosaur). We could easily say that the ad is a promise and a warranty for the adventurous life that you dream of!
Viral Vixens: Marina Karvouni, Elena Tsakiridou, georgia flaouna
