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Jeep celebrate history and pride of the Dragons

Jeep has launched a new campaign as part of its sponsorship of the St George Illawarra Dragons NRL club.

Created by CumminsRoss, the ‘Driven by Legend’ campaign features current Dragons players Ben Creagh, Gareth Widdop, Trent Merrin and Brett Morris and focuses on the history and pride associated with the club.

Fiat Chrysler Group president and CEO Veronica Johns said: “We are excited to launch a well-integrated and relevant campaign to tie the two brands together as we enter the second year of our partnership. The club’s rich heritage and drive to succeed strongly align with Jeep’s core values.

The campaign will be extended to other Dragons communications channels such as the club website.

St George Illawarra Dragons CEO Peter Doust said: “The television commercial is an accurate portrayal of the passion and emotion that our players experience during a game. We draw on the club’s legacy on a daily basis and the legend of The Dragons is much like the legend of Jeep.

“We were thrilled to have the opportunity to work with Jeep on this campaign and firmly believe it is representative of the strong relationship between the two brands.”

It will air during the St George Illawarra Dragons versus Cronulla Sharks match on March 22.

 

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