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.

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

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topics CumminsRossJeepNRL

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Comments: 6

Tom 21 Mar 14

Another week another jeep ad.. Obviously a bottomless pit of a budget. Is there anything they don’t try to do with an ad?

Reply

Henry Ford 24 Mar 14

They sell about 22,000 cars pa.
Love to know the advertising cost per unit.
What say you Mr CMO?

Reply

DC 24 Mar 14

They have transformed the brand.

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Tom 24 Mar 14

Yes DC they’ve transformed Jeep into a brand that advertises for the very sake of it. Advertising CPU must be horrific

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Working together 24 Mar 14

“I bought a Jeep” is a great campaign. But equally as great was the decision to drop the price from $30K+ to less than $25K before the campaign launched. So, great offer plus great campaign = great success.

Reply

Billy 24 Mar 14

Now (after recent publicity) when I see league players all I think about is the brain damage they’ll sustain after years of hard knocks to the head. I want to save them from themselves, one hottie at a time

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