If you’ve got a positive brand association, flaunt it!
Brand placements in feature films is big business. Brand owners like auto maker FCA who own Jeep, Chrysler, Dodge, Ram and FIAT brands in the US market clearly see a Hollywood blockbusters as an A grade engagement opportunity. Recently the first spot in its marketing partnership with Warner Bros. Entertainment and DC Comics’ Batman v Superman: Dawn of Justice was released in the US. The commercial shows Ben Affleck (as Bruce Wayne) driving a Jeep Renegade and as action packed as you could possibly imagine. Benefiting from the type of image making only available to the most expensive Hollywood budgets, Jeep pulls-out all the stops to make the most of their undoubtedly huge investment in this product placement marketing.
Jeep’s owners and their advertising Wieden + Kennedy agency clearly see a strong correlation between the Jeep brand identity and the action-packed brand values of the film. “When everyone runs, a hero has the bravery to move forward, but only the Jeep Renegade “Dawn of Justice” Special Edition has the fearlessness to get them there. For more than 75 years, the Jeep name has been indelibly associated with freedom, authenticity, adventure and passion. These are vehicles for “dreamers and doers” – forging extraordinary, uncommon bonds between themselves and their owners, because adventure is found in every Jeep vehicle’s DNA. The Jeep badge stands for more than a brand. In truth, it’s a badge of honor”; Wieden + Kennedy.
FCA have been very diligent is squeezing every bit of brand association value from their relationship with the film makers, also including appearances by Dodge, Chrysler, FIAT, Alfa Romeo and Maserati, and from their sister company CNH Industrial, Iveco heavy-duty commercial vehicles. A similarly leveraged Dodge commercial next to be released, hot on Jeeps heels in mid-March.