- Katy Bachman

Times Square is getting a Jeep makeover on Thanksgiving. The automaker will launch a new TV spot and ad campaign, which breaks Nov. 30. Beginning at 6 a.m. Nov. 26, banners and 30-second videos will run on the electronic billboards on NASDAQ and Reuters buildings at 43rd Street and Broadway and 43rd and 7th Avenue, respectively.

In addition to Times Square, Jeep is also taking its presence underground into New York's subways and train stations, dominating Penn Station and Grand Central Station with banners, wrapped stairs and floor graphics and wrapping the interior and exterior of the Times Square Shuttle. A 15-second video also runs on the PATH train.

"With millions of people arriving in New York for one of America's most celebrated traditions, the Macy's Thanksgiving Day Parade, the iconic Jeep brand will dominate the scene with a vast presence in Times Square and in subways and train stations throughout the city," said Mike Manley, president and CEO for Jeep Brand, Chrysler Group.

The out-of-home splash builds on Jeep's campaign that launched in October, “i live. i ride. i am Jeep.” Created by Southfield, Mich.-based GlobalHue, the new spot will air nationally on network TV and cable. New print ads will debut the week of Dec. 11 in Entertainment Weekly and Sports Illustrated.

The new TV spot, "It's Only Hair," opens with shots of women in hair salons. "Even after waiting a month to get an appointment and spending two hours in the chair, only the on-air freedom of the 2010 Jeep Wrangler can make vanity fly right out the window," says the voiceover. Print ads also play on the Jeep lifestyle theme, picturing consumers behind the brand.

PHD is the Jeep's media buying agency. Organic provides interactive support.


Nielsen Business Media