Jeep and the Dawn of Justice

by Keith Morgan on Sunday, March 6th, 2016

You don’t need to be a superhero to own a 2016 Jeep Renegade Dawn of Justice Special Edition.

Jeep’s parent company FCA has formed a promotional partnership with Warner Bros. Pictures ahead of the spring release of the movie, Batman v Superman: Dawn of Justice.

The alliance’s plans includes vehicle ads featuring scenes from the film and the introduction of the all-new 2016 Jeep Renegade Dawn of Justice Special Edition.

 

 

“Thanks to an extensive brand and product portfolio, we were able to address every automobile need for the movie including Jeep, Dodge, Chrysler, FIAT, Alfa Romeo and Maserati, and from our sister company CNH Industrial, Iveco heavy-duty commercial vehicles,” said Olivier Francois, Chief Marketing Officer, FCA Global.

“With much of the film’s production taking place in our own backyard of Detroit, our ability to creatively collaborate with the WB team reached new heights. The product integration was so organic to the filmmakers’ vision and storyline, all we had to do was incorporate scenes from the movie for our commercials.”

Mike Manley, Head of Jeep Brand – FCA Global added: “The special edition boasts a unique, dark appearance package for the most capable small SUV that we’re confident consumers – including millions of moviegoers – will love.”

The advertising campaign launched last week when the Jeep brand debuted a 30-second commercial “Into the Storm” across television and online. The spot features footage from Batman v Superman: Dawn of Justice of Bruce Wayne (Ben Affleck) behind the wheel of the Jeep Renegade. The commercial speaks to how he feels compelled to move toward danger rather than run away from it.

Opening on city street ruins, the narration by actor Jeremy Irons, who portrays Alfred in the film, speaks to that impulse: “You’re not afraid. You like chaos. The madder, the better (as Bruce Wayne is seen driving toward the destruction in the Jeep Renegade — navigating its way in the mayhem).”

The vehicle is based on the Jeep Renegade North 4×4 and comes standard with a 2.4-litre Tigershark engine with MultiAir2, nine-speed automatic transmission, Jeep Active Drive 4×4 and Selec-Terrain with four drive modes.

View the commercial on YouTube at: http://bit.ly/1KLu0KJ