FCA US Launches One-of-a-Kind Co-Branded Partnership With Warner Bros. Pictures’ Batman v Superman: Dawn of Justice
- Jeep® and Dodge brands debut marketing campaigns as part of promotional partnership with Warner Bros. Pictures’ highly anticipated Batman v Superman: Dawn of Justice, opening nationwide in theaters on March 25, 2016
- Jeep brand introduces all-new 2016 Jeep Renegade Dawn of Justice Special Edition available now in dealerships across the country
- Jeep and Dodge brands to launch commercials using hero scenes from the film
Right on cue, there’s an all-new 2016 Jeep Renegade Dawn of Justice Special Edition (available now in dealerships across the country), 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. (That’s fancy millennial speak for you’ll see it all over your apps, smart phone and tablets as well as everywhere else they can push it out to the masses.)
“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 filmmakers’ vision and storyline, all we had to do was incorporate scenes from the movie for our commercials.”
What you’ll see in the TV commercial
The advertising campaign launched Feb. 22, when Jeep debuted a 30-second commercial “Into the Storm” across television and online. 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.”
Available in Granite Crystal or new, exclusive Carbon Black exterior paint colors, the Jeep Renegade Dawn of Justice Special Edition features new 18-inch Gloss Black wheels with Gloss Black accents around the exterior. The DOJ 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 Renegade’s 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 DOJ comes standard with a 2.4-liter 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 Special Edition is the Popular Equipment Group, which includes remote start, power driver’s seat and dual-zone automatic temperature control.
Arriving at dealer showrooms later this month, the Jeep Renegade Dawn of Justice Special Edition will be available for a U.S. Manufacturer’s Suggested Retail Price (MSRP) of $26,250 (not including destination).