FCA US Launches One-of-a-kind Co-branded Partnership With Warner Bros. Pictures To Introduce Jeep Renegade Dawn Of Justice Special Edition
- Jeep® and Dodge brands debut US marketing campaigns as part of promotional partnership with Warner Bros. Pictures’ highly anticipated Batman v Superman: Dawn of Justice
- Jeep USA introduces all-new 2016 Jeep Renegade Dawn of Justice Special Edition
- Jeep and Dodge brands to launch commercials using hero scenes from the movie
February 24, 2016, Auburn Hills, Mich. – FCA US LLC and Warner Bros. Pictures are joining forces in a one-of-kind co-branded partnership to mark the premiere of the highly anticipated debut of Batman v Superman: Dawn of Justice. The unique alliance includes the introduction of the 2016 Jeep Renegade Dawn of Justice Special Edition, in addition to branded television spots with the Jeep and Dodge brands, and social/digital extensions creating consumer engagement leading up to the film’s premiere next month.
“Thanks to an extensive brand and product portfolio, we were able to address every automobile need for the movie including Jeep, Dodge, Chrysler, FIAT, Alfa Romeo and Maserati, and from our sister company CNH Industrial, Iveco heavy-duty commercial vehicles,” said Olivier Francois, Chief Marketing Officer, FCA Global. “With much of the film’s production taking place in our own backyard of Detroit, our ability to creatively collaborate with the WB team reached new heights. The product integration was so organic to the filmmaker’s vison and storyline, all we had to do was incorporate scenes from the movie for our commercials.”
“Our partnership with Warner Bros. and the highly anticipated Batman v Superman: Dawn of Justice film allows us to expose the Jeep Renegade and its best-in-class capability to an incredibly vast audience,” said Mike Manley, Head of Jeep Brand – FCA Global. “The new Jeep Renegade Dawn of Justice Special Edition boasts a unique, dark appearance package for the most capable small SUV that we’re confident consumers – including millions of moviegoers – will love.”
The advertising campaign has now launched, with the Jeep brand launching a 30-second commercial “Into the Storm” across television and online. (view the clip here: https://www.youtube.com/watch?v=lQjBantIOcw)
The spot features footage from Batman v Superman: Dawn of Justice of Bruce Wayne (Ben Affleck) behind the wheel of the Jeep Renegade. The commercial speaks to how he feels compelled to move toward danger rather than run away from it. Opening on city street ruins, the narration by actor Jeremy Irons, who portrays Alfred in the film, speaks to that impulse: “You’re not afraid. You like chaos. The madder, the better (as Bruce Wayne is seen driving toward the destruction in the Jeep Renegade — navigating its way in the mayhem). And in these times, we need that. We need you to rush in when everyone else is running away.”
About the Jeep Renegade Dawn of Justice Special Edition:
Available in Granite Crystal or new, exclusive Carbon Black exterior paint colours, the Jeep Renegade Dawn of Justice Special Edition features new 18-inch Gloss Black wheels with Gloss Black accents around the exterior. Jeep Renegade Dawn of Justice Special Edition models with Granite Crystal paint also feature a two-tone Gloss Black roof. A unique exterior badge hints at the inspiration for this special-edition Jeep SUV.
Inside, the Jeep Renegade’s Dawn of Justice Special Edition blacked-out theme continues with a black interior, black premium cloth seats and High Gloss Black finishes. Metal Diamond accents are found throughout on key touch points such as the shifter knob and door handles.
The Jeep Renegade Dawn of Justice Special Edition is based on the Jeep Renegade Latitude 4×4 and comes standard with a 2.4-litre Tigershark engine with MultiAir2, nine-speed automatic transmission, Jeep Active Drive 4×4, Selec-Terrain with four drive modes, and a variety of features including the ParkSense rear backup camera. Also standard on the Jeep Renegade Dawn of Justice Limited Edition is the Popular Equipment Group, which includes remote start, power driver’s seat and dual-zone automatic temperature control.
Social and digital extensions for the Jeep brand will run across USA Facebook and Twitter, in addition to Instagram, which will feature Heroes Around Town, following the all-new 2016 Jeep Renegade Dawn of Justice Special Edition at locations where the movie was filmed in areas around Detroit, Michigan.
The Dodge brand will launch a co-branded spot in mid-March, and will include the Dodge Challenger and Dodge Durango. The 15-second spot will feature chase scenes within Batman v Superman: Dawn of Justice, playing off the idea that the superhero world needs villains, and even the villains need cars.
BATMAN V SUPERMAN: DAWN OF JUSTICE and all related characters and elements © & TM DC Comics and Warner Bros. Entertainment Inc.
About Batman v Superman: Dawn of Justice
Warner Bros. Pictures presents, an Atlas Entertainment/Cruel and Unusual production, a Zack Snyder film, Batman v Superman: Dawn of Justice, starring Oscar winner Ben Affleck (Argo) as Batman/Bruce Wayne and Henry Cavill as Superman/Clark Kent in the characters’ first big-screen pairing. Directed by Snyder, the film also stars Oscar nominees Amy Adams (American Hustle), Jesse Eisenberg (The Social Network), Diane Lane (Unfaithful) and Laurence Fishburne (What’s Love Got to Do with It); Oscar winners Jeremy Irons (Reversal of Fortune) and Holly Hunter (The Piano); and Gal Gadot as Wonder Woman/Diana Prince. Snyder directed from a screenplay written by Oscar winner Chris Terrio (Argo) and David S. Goyer, based on characters from DC Comics, including Batman, created by Bob Kane with Bill Finger, and Superman, created by Jerry Siegel and Joe Shuster. The film is produced by Oscar nominee Charles Roven (American Hustle) and Deborah Snyder, with Wesley Coller, Geoff Johns and David S. Goyer serving as executive producers. Batman v Superman: Dawn of Justice will be distributed worldwide by Warner Bros. Pictures, a Warner Bros. Entertainment Company. The film opens in the U.S. in RealD 3D, and in 2D, and in select IMAX 3D theaters on March 25, 2016. batmanvsupermandawnofjustice.com
NOTE: There are no current plans to introduce the Jeep Renegade Dawn of Justice Special Edition to the Australian market…