“Recalculating” Broadcast Spot Launches Jeep® Brand Marketing and Advertising Campaign for All-new 2017 Jeep Compass

  • Campaign launches in U.S. with 60-second “Recalculating” spot on broadcast in North America on Thursday, May 4
  • Global campaign will feature customized creative for each region
  • In addition to TV, the campaign includes print, in-cinema 3D, digital advertising, CRM and experiential activations
  • Jeep® Compass custom content to be featured as part of NBCU Content Studio partnership
  • Prominent media integration at Bonnaroo Music & Arts Festival in Manchester, Tennessee, (June 8-11) features the all-new 2017 Jeep Compass
  • Jeep brand to display creative featuring all-new 2017 Jeep Compass on the front of Chrysler World Headquarters and Technology Center in Auburn Hills, Michigan
May 4, 2017 , Auburn Hills, Mich. - The Jeep® brand is launching its North American marketing campaign for the all-new 2017 Jeep Compass on Thursday, May 4, 2017. The 360-degree marketing campaign will leverage television, print, radio, experiential, digital, in-cinema 3D, social and website channels, in addition to long-form video elements, as part of its launch. The 60-second “Recalculating” video can be viewed on the Jeep brand’s YouTube channel and across the brand’s social media platforms, including Facebook, Twitter and Instagram. The all-new 2017 Jeep Compass is available in dealerships now.
 
“The all-new 2017 Jeep Compass delivers a truly global compact SUV,” said Mike Manley, Head of Jeep Brand and Ram Brand, FCA – Global. “Offering an unmatched combination of attributes that includes best-in-class 4x4 off-road capability, advanced fuel-efficient powertrains, superior on-road driving dynamics, innovative safety and advanced technology features, and premium and authentic Jeep design, it will be pivotal in reaching a broader audience of consumers. The addition of the all-new Jeep Compass to the brand’s SUV lineup continues to redefine and grow our stronger-than-ever Jeep portfolio.”
 
“The objective of our ‘Recalculating’ campaign is to establish global relevance for the all-new 2017 Jeep Compass within an extremely competitive CSUV category,” said Olivier Francois, Chief Marketing Officer, FCA. “We expect its message of life’s journey moving us in many directions to resonate with our millennial audience while staying true to the Jeep brand’s core value of freedom." 
 

The 60-second “Recalculating” anthem spot features purposeful storytelling highlighting millennials (and those in broader life stages) navigating through the many twists and turns of life, with each shift in direction – from career changes, marriage, relocation and parenthood – inevitably creating new challenges and obstacles. Both invigorating and sometimes terrifying, each unfamiliar direction offers a new opportunity to discover, refine and express their identity to the world. The spot proclaims, “Whatever the destination, with the right compass as a guide, there are a million beautiful ever-changing ways to get us there.”
 
Following the debut of the 60-second spot “Recalculating,” four 30-second product spots will launch mid-May.

In addition to national broadcast (including primetime programming such as “Saturday Night Live,” “Modern Family,” “Law & Order,” “Super Store,” “The Bachelorette,” “Once Upon a Time” and “Dancing with the Stars”), the campaign also leverages print (GQ, Men’s Fitness, People, Shape and Wired), in-cinema 3D, digital advertising, CRM and experiential activations.
 
The global campaign will feature customized creative for each region, which will launch over the summer.
 
The “Recalculating” campaign was created by the Jeep brand in partnership with DDB Chicago.
 
About Jeep Brand
Built on more than 75 years of legendary heritage, Jeep is the authentic SUV with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.

The Jeep vehicle lineup consists of the Cherokee, Compass, Grand Cherokee, Renegade and Wrangler. To meet consumer demand around the world, all Jeep models sold outside North America are available in both left and right-hand drive configurations and with gasoline and diesel powertrain options.

Follow Jeep and FCA US news and video on:
Company blog: http://blog.fcanorthamerica.com
Media website: http://media.fcanorthamerica.com
Jeep brand: www.jeep.com
Jeep blog: blog.jeep.com
Facebook: www.facebook.com/jeep or https://www.facebook.com/FiatChrysler.NorthAmerica/
Instagram: www.instagram.com/jeep or  www.instagram.com/FiatChrysler_NA
Twitter: www.twitter.com/jeep or www.twitter.com/FiatChrysler_NA
YouTube: www.youtube.com/thejeepchannel or www.youtube.com/fcanorthamerica  

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