DaimlerChrysler is backing a total redesign of its Jeep
Cherokee-model light truck with a £10m pan-European TV, press and
poster advertising campaign.
The ads, which sport the strapline 'There's only one' are the first
creative by DaimlerChrysler's dedicated BBDO agency, PentaMark, to
emerge since the car-maker consolidated its advertising business from
True North last year.
The campaign targets Jeep Cherokee owners and people looking to buy
4x4s, the fastest growing car market in the UK and Europe.
While the ads draw on the brand's US heritage, emphasising rugged
individualism, the campaign "tends to use the Americana element in a
subtler way", said Chrysler Jeep general manager of marketing Steve
Grey.
The press and poster campaign, worth £2.8m in the UK, was created
by PentaMark London. Posters, comprising 7500 48-sheets, will hit high
streets on October 1, while press ads break on October 6 and run for
five weeks.
TV ads, created by PentaMark Detroit, will initially air only in
continental Europe. Media planning is handled by BJK&E, assisted by
Outdoor Focus for posters.
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