Jeep® Avenger debuts on TV with the campaign “Built for the real world”

• The “Built for the Real World” campaign will be launched in Spain on May 9^th and later debut in every European market using digital and traditional media based on an integrated omnichannel approach.
• The commercial dedicated to the new Jeep® Avenger features a transition from the virtual to the real world and highlights the brand’s core values of freedom and adventure.
• In an increasingly more virtual world, the brand’s first 100% electric vehicle provides genuine emotions and sets itself apart for its inclusivity, functional design, full electric powertrain, and cutting-edge technology.

The new Jeep® Avenger, the brand’s first 100% electric vehicle, was presented last April to the European media and immediately stole the show: in fact, the vehicle has already won European Car of the Year 2023. In the wake of this new release, it is now time for the model’s first television commercial. The on-air debut for the “Built for the Real World” campaign is set for Tuesday May 9^th in Spain. A few days later it will be broadcast in Italy, on Friday May 12^th, when it will be shown at primetime simultaneously on all the major networks and broadcast channels. The video will later be used in every European market between May and September 2023, making use of digital and traditional media based on an integrated omnichannel approach.

The commercial shows a Jeep® Avenger making its way through imaginary settings in a virtual world and being driven by an equally fictious character. The turning point takes place when the video’s protagonist removes a virtual reality headset from her eyes and comes back to the real world. The woman driving a real model of the 100% electric SUV allows the adrenaline to rush through her and goes on a real Jeep® adventure. The voiceover underlines the transition from the imaginary world to the real one: “There’s a world full of freedom and adventure but you can’t explore it sitting on your couch: you have to go out and live it for real.”

The campaign showcases the gap between the brand’s past and future: the Jeep® Avenger represents an important milestone for the brand and its journey. Such an extreme and iconic vehicle would have only been thought possible, even just a few months ago, in the virtual world. This new model is everything that Jeep represents, but in a concentrated dimension. What’s more, it is also 100% electric, super versatile, full of technology, featuring a functional design and class leading capability in its segment. This Jeep® feels unprecedented and nearly unbelievable; and yet, it is all true. The Jeep® Avenger is an inclusive vehicle designed and created to allow everyone to fully experience the emotions it provides during the drive: first and foremost, the brand’s core values of freedom and adventure.

The commercial, made with the agency Leo Burnett, is a campaign which was entirely written and realized in Europe: the scenes of the video were shot in Portugal and all of the parties involved in its making came from the Continent. In a demonstration of conceptual continuity and coherence by the brand, the Jeep® Avenger is the first Jeep designed and created specifically for the European market: a European campaign for an European vehicle.

During the video, through a combination of images and overlaying appearing texts, the main characteristics of the Jeep® Avenger get highlighted: cutting edge technology, with a standard 10.25-inch radio screen Uconnect Infotainment combined with full digital cluster, as a testament of a fully connected model; class leading capability, which allows the SUV to perform in any weather condition, thanks as well to its Selec-Terrain® functionality; plus, it features up to 400 km WLTP and up to 550 km in city driving, which is guaranteed by the 54 kWh battery*; lastly, its compact dimensions allow the vehicle to pass through narrow roads like the ones seen in the final part of the commercial. These themes get combined with other key concepts for the Jeep® Avenger: functional design, roomy and versatile interior, full electric powertrain. In fact, the 100% electric Jeep SUV stands out for its new generation electric propulsion system which combines a new electric motor and a new battery. Thanks to the standard 100 kW fast charging, using a Mode 4 cable connected to direct current public charging station, three minutes of charge is enough to provide a travel distance of 30 km. Also, 24 minutes are sufficient to charge the batteries from 20 to 80%.

Jeep Brand

Built on more than 80 years of legendary heritage, Jeep is the authentic SUV brand that brings capability, craftsmanship and versatility to people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a broad portfolio of vehicles that continues to provide owners with a sense of safety and security to handle any journey with confidence. The Jeep vehicle range consists of the Avenger ICE & BEV, Compass e-Hybrid & 4xe, Gladiator, Grand Cherokee 4xe, Renegade e-Hybrid & 4xe, Wrangler and Wrangler 4xe. Jeep Wave, a premium owner loyalty and customer care program that is available to the entire Jeep 4x4 lineup, is filled with benefits and exclusive perks to deliver Jeep brand owners the utmost care and dedicated 24/7 support. The legendary Jeep brand's off-road capability is enhanced by a global electrification initiative that is transforming 4xe into new 4x4 in pursuit of the brand’s vision of accomplishing Zero Emission Freedom. All Jeep brand vehicles will offer an electrified variant by 2025.  

Credits

Agency: Leo Burnett

Production Company: Movie Magic International

TV Department: Prodigious

Postproduction: B612

Music: “Welcome to the Future” - Luciana Caporaso, Kobalt Music Publishing America, Inc., SUGAROO!

Media: Starcom

*Electric energy consumption Jeep® Avenger Full-Electric range (kWh/100km): 15,9 – 15,4; CO2 emission (g/km): 0. Type approval values determined on the basis of the WLTP combined cycle, updated as of March 2023. The values indicated are for comparative purposes.

Important: the actual electric energy consumption values may be strongly different and may vary depending upon the conditions of use and on various factors such as: options, frequency of electric recharge per travelled kilometers, ambient temperature, driving style, speed, total weight, use of certain equipment (air conditioning, heating, radio, navigation, lights etc.), tire types and conditions, road conditions, external climatic conditions, etc.

Autonomy Jeep® Avenger Full-Electric range: 400 – 394 km. Type approval value determined on the basis of the WLTP combined cycle, updated as of March 2023. The value indicated is for comparative purposes.

Important: the actual autonomy may be strongly different and may vary according to: options, conditions of use of the car (driving style, speed, total weight, etc.), use of certain equipment (air conditioning, heating, etc.), tire types, road conditions, external climatic conditions. For further specific and detailed information about electric autonomy of Jeep® Avenger Full-Electric range and the various factors influencing such electric autonomy please refer to Jeep® Official Website.

Turin, May 9th, 2023