Jeep accelerates new partnership with Universal Pictures' Jurassic World

Jeep and Universal Pictures are drumming up the hype for the upcoming Jurassic World Domination movie with a campaign comprising a 30-second broadcast spot on social media and a one-minute version TV spot. The campaign also includes behind-the-scenes footage of the making of the commercial. At the same time, the automobile brand will put up experiential events where members of its loyalty programme, Jeep Wave, can register to see the new film in select US cities. 

The one-minute commercial titled "Jeep x Jurassic" is directed by Mimi Cave and done alongside Chicago-based ad agency Highdive and production firm Reverie Content. It showcases a Jeep Wrangler 4xe owner finding a newly hatched Carnotaurus in his own yard. Throughout the video, he faithfully takes care of the dinosaur from infant to an adult, taking it on daily walks, as well as off-road adventures on his Jeep vehicle. The film then ends off by alluding to the video tagline, "Charged for any Adventure", as a description of its Jeep vehicles.  

The campaign will run globally in Asia Pacific, Middle East, Europe and North America. According to the automobile brand, the Jeep brand and the Jurassic franchise have an enduring shared history. In 2018, prior to the release of Jurassic World: Fallen Kingdom, the Jeep brand launched a 60-second spot during the Big Game that paid homage to the scene in Jurassic Park featuring the Jeep Wrangler. As for the Jurassic World Dominion movie, the brand said that its Jeep Wrangler, Jeep Gladiator and a vintage Grand Wagoneer can be seen in it. 

This year, Jeep's global CMO Oliver Francois said the brand continues to see the evolution of the Jeep brand around the world with electric plug-ins, including the Jeep Wrangler 4xe and Grand Cherokee 4xe, which he said are "quite literally charged for any adventure, this time with a four-legged passenger of a different kind riding along in the front seat". 

Meanwhile, Jeep CEO Christian Meunier, said the brand has substantially expanded in the three decades since the first appearance of the Wrangler in the original Jurassic Park film. "We have entered into new SUV segments, we have increased our global production footprint and, with the rollout of our 4xe electrified portfolio that includes the Wrangler 4xe, the Jeep brand is developing the most capable and sustainable 4x4 vehicles in the world, satisfying the needs of our expanding global Jeep community," he said. 

Universal Pictures' president, franchise management, brand management and global partnerships, David K. O'Connor, said the Jurassic film series is known for its epic scope and thrilling action and Jurassic World Dominion is taking audiences on an adventure "where no Jurassic film has gone before". He added that Jeep has been driving Universal Pictures' audiences on "unimaginable adventures, on-screen and off, since the first film in 1993", and it is thus thrilled to share the road with them again. MARKETING-INTERACTIVE has reached out to Jeep for additional information.

Separately, in line with the global release of Jurassic World Dominion, Mattel and Universal Brand Development also partnered with Toys"R Us Hong Kong for Jurassic World dinosaur toys in May 2022. The partnership included events and giveaways for consumers, as well as AR game experience for consumers to unlock Jurassic World dinosaurs. "This new, exciting chapter in one of the most iconic franchises in film history continues the adventure that has mesmerised global audiences, and our exclusive collaboration with Toys"R"Us provides the ultimate dinosaur experience,” said Jo Pascoe, vice president consumer products Australia, New Zealand, Southeast Asia and India of Universal Brand Development, previously. 

Meanwhile, Jeep China named media agency Essence as its integrated media agency in December 2020. Essence was tasked with brand strategy, and media planning and activation duties for Jeep's line of locally produced vehicles in China. In addition, it was also responsible for creative development and production for online and offline campaigns. 

"Jeep delivers value in consumers’ mobile lives with its excellent lineup of world-class, quality vehicles. Similarly, through our agency’s class-leading, unified approach to data and analytics that brings creative and media closer together, we are excited to create valuable advertising for Jeep and its consumers, as well as help accelerate business growth for the brand,” said Benjamin Wei, managing director, China for Essence, previously. 

Related articles: 
GroupM's Essence named integrated media agency for Jeep in China
Jeep test drives with formul8 and Type A for new campaign
Toys "R" Us Hong Kong roars ahead as official partner for Jurassic World dinosaur toys