"Bringing back this well-known Jeep brand tag line will strike a chord with off-road enthusiasts," added Davies. "The 'Only in a Jeep(R)' brand tag line speaks to Jeep vehicles' reputation, earned through decades of hard use and heroic achievements."
The "Only in a Jeep(R)" brand tag line was first used by American Motors Corporation to market Jeep vehicles from 1984-89. Chrysler Corporation purchased AMC in 1987. It will replace "Jeep. There's Only One" in all Jeep brand advertising. The latter tag line was introduced in 1990.
The Jeep(R) brand of DaimlerChrysler will debut later this month two new television ads sporting the new tag line -- "Only in a Jeep(R)" -- while emphasizing the legendary attributes of the world's most successful 4 x 4 vehicles.
The two 30-second TV spots were created by BBDO Detroit, the agency of record for general market advertising and marketing initiatives for Chrysler Group. The ads are:
"Jenny" (Jeep TJ) - Three young men enter a rustic restaurant and notice three young women sitting at a table. They are clearly attracted to one another. One of the women writes something on a napkin and drops it near the men as she leaves. Intrigued, the men pick up the napkin, drive off and arrive at a beautiful waterfall where the women are waiting. The lead man and woman exchange glances, while the voice-over says, "Jeep TJ owners speak their own language." The camera reveals the napkin, which has the latitude and longitude coordinates of the location and the woman's name: Jenny. The ad uses "You're An Original," sung by Sheryl Crow.