Jeep USAB Basketball Copywriter

Wrote this copy for the jeep.com / USAB page. The Jeep brand and USA Basketball in 2012. They both share many of the same core values - including their quest excellence and ability to tap into their inner strength, courage and passion for a noble cause. Click here for a full-size layout. Worked closely with Steve Koch in our Toronto office to create the messaging/copy for this page:

BELIEVING IN THE POWER WITHIN YOU

Digging deep. Surmounting obstacles. And enjoying every moment. It's all about drive and excellence as the Jeep brand supports another American icon: USA Basketball. Come along. It's always going to be an exciting journey.

A LEGENDARY VEHICLE PROUDLY SUPPORTING A LEGENDARY TEAM
Jeep(r) Brand and USA Basketball have always shared: a drive for excellence. Always honing their capabilities and working to overcome every obstacle, both define unmatched performance and unparalleled ability across the globe. Today, the Jeep brand is proud to applaud our team for using their inner strength, courage and passion to pave the road to victory. Now, we'd like to invite you to celebrate that experience and believe in the drive that we know also lies within you.

Jeep Wranger Grille Advertisement

Jeep Wranger Grille Advertisement, a photo by lee.ekstrom on Flickr.

The wild and adventurous view from the engine compartment of a mighty Jeep Wrangler.

This "Capture the Wild" advertisement promoted the "Go Anywhere, Do Anything" Jeep Wrangler in the international arena.

The creative was produced by Publicis (Montreal, Canada). Creative Directors: Nicolas, Massey and Carl Robichaud. Art Director/Illustrator: Bogdan Truta; Copywriter: Michael Aronson.

Interesting note: The 2004 electric-based Jeep Treo concept vehicle had clear plexiglass slots on the Jeep grille so the driver could see right to the pavement.

Jeep Wagoneer No Competitor Ad

Jeep Wagoneer No Competitor Ad, a photo by lee.ekstrom on Flickr.

I was surprised to see the 32 HWY MPG advertised for a 4x4 Jeep vehicle. That is until I read the disclaimer.

"We Couldn't find a competitor"

If you've been looking for a luxury car that will give your family the convenience of four doors, room for five, the elegance of leather bucket seats and flush carpeting, and at the same time let you shift from 2-wheel to 40wheel drive on the fly, there is only one. The all-new trim size Jeep Wagoneer Sportwagon. We know, because it's our business to compare. There is simply no competitor.

And when it comes to 4-wheel driving, there's no competitor. After all, Jeep wrote the book on 4-wheel drive. Start with legendary Jeep traction. Then consider that the new Wagoneer Sportwagon has the highest ground clearance and the highest horsepower per pound of any 4-wheeler in its class, and gives you outstanding mileage. 24 EPA EST MPG / 32 EST HWY.

So, if you're interested in all-out luxury in 4-wheel drive, there's only one stop to make. At your Jeep dealer. Buy or lease a new Jeep Sportwagon - the luxurious Wagoneer or the triple award winning Cherokee "4x4 of the Year."

Use these figures for comparison. Your results may differ due to driving speed, weather conditions and trip length. Actual highway mileage will probably be less.

The all-new Jeep Wagoneer. America's luxury 4-wheel drive Sportwagon.

2005 Jeep Gladiator Brochure

2005 Jeep Gladiator Brochure 1 of 2
Originally uploaded by lee.ekstrom

The 2005 Jeep Gladiator Concept Vehicle seems to be making its way back in the press again. In January, Chrysler Group CEO Sergio Marchionne said the Jeep brand would be releasing a "multipurpose" vehicle that will have a pickup-like bed in the back. That kind of jives with this flyer.

My art director partner, Dennis Outlaw and I created this 2005 Auto Show Brochure when we worked at BBDO Detroit on the Jeep Creative team.

SO UNIQUE, IT DEMANDED A CATEGORY ALL ITS OWN.
When we produced this flyer in 2005, we were tasked to keep the Gladiator out of the truck category - ultimately calling it a "Flexible Utility Truck."Thankfully this last line may hold true:

This authentic statement of Jeep brand heritage is but a glimpse of the direction the brand could go in the near future.

No comment on the word "near." The Gladiator Concept Vehicle relied heavily on the Wrangler front grille. An integrated front recovery winch was a nice touch. We'll have to see how closely it lines up with the real thing once it launches later this year.
The new multipurpose exotic Jeep (sort-of pick-truck) 4x4 will most likely be sold internationally as well.Copy from the flyer:

A category all its own - the Jeep® Gladiator concept vehicle is the first "Flexible Utility Truck," a mid-size alternate with a max-size appetite for more. Go ahead, get a second helping. With Gladiator's expandable bed you can stretch from 5'8" to 6'8" to 8'11" in a matter of minutes. You never know when an extra foot of truck-bed space will come in handy. A dent-resistant Durabed Bedliner and multiple tie-down help tether gear should you be trailering an F5 twister.

A trick driver-side rear-seat access hatch allows for easy retrieval of stowed gear. Under the side-mounted spare is a bottle jack stored in a military-style watertight box.

Peel back the canvas top partially, or remove it completely, for a huge sky/moon/star roof. Hauling a 4'x8' drywall in a mid-size? Sure! Gladiator's rear-seat stows away beneath the truck bed, and a slide-down rear glass and lowered tailgate instantly reward the user with over 8'11" of bragging rights.

Key Features of the Jeep Gladiator Concept Vehicle:

• Powerful 2.8L I-4 Turbo Diesel engine (295 lb-ft of torque / 163 hp)
• Heavy-duty 6-speed manual transmission
• Trail Rated® Capability
• Proven Command-Trac® 4x4 system
• Exposed hood latches / door handles
• Armour Green Metallic paint
• Integrated front recovery winch
• Goodyear 265/75R18 (33-inch tall) tires
• 18x8-inch cast-aluminum polished wheels
• Super-tough front / rear solid axles
• Suspension: 4-link front coil and 5-link rear with dual coils (includes separate ride and load coils)
• Bed length - 5'8"
• Midgate forward - 6'8"
• Expanded with tailgate down (min) - 8'11"
• Open fenders / extra-wide rear fenders
• Passenger-side rear door (opens a full 180 degrees)

The strategically placed side-mounted spare tire is all about utility, ultimate use of rear bed space, and uber coolness.

Copy: Lee Ekstrom
Art Direction: Dennis Outlaw
Agency: BBDO-Detroit

Social Immersion: Mirror Your Environment

A friend of mine sent me some photos of a "new" hunting blind that utilizes mirrors to mimic the natural environment.

The blind, called the Predator V4, is marketed as "the world's only mirror hunting blind." It is stated that the stand becomes any environment you place it in and is described as the perfect camo, or mirrorflauge. Clever stuff.

This same principle can be applied to social marketing where you want to be immersed into the social strata without being perceived as a foreign entity. I favor a 360 degree approach - much like a huge disco mirror ball.

You need to plant your mirrors all over the Web: Flickr, Facebook, MySpace, YouTube, Twitter - and water with constant attention. Feed the bite-sized brand mirrors with fresh content and allow users to see and express their own identity as a part of your brand. Send messages to show you're a fan of their brand enthusiasm and their stewardship. Above all nurture participation. Read more in a very thorough article: Design for Social Networking.

Joe Marchese has an interesting article called, The Social Media Mirror where he states that "social media is a digital reflection of real-world social interactions." He goes on to further state that "social media is where people create a digital representation of themselves for other people to see."

Brands can act as accessories to individuals' social representations online. They are an outward digital expression of who they are in the real world. This cyclical approach to social marketing is beneficial to the consumer and to the marketer. Adam Wilson, former Creative Director of the Jeep brand at Organic, Inc stated that social media participants were "micro broadcasters." They were key-influencers in a own micro-universe that overlaps with multitudes of other like-minded individuals.

I have the honor of acting as one of the key brand stewards for the Jeep brand. The core values of the Jeep brand: Freedom, Adventure, Mastery, Authenticity and most recently Fun naturally appeals to a wide demographic. Marketing for the Jeep brand - we make a concerted effort to maintain an identity that can trace its roots back to 1941. It's taken over 60 years to create the branding of Jeep - a true original. That same recognizable identity - that portrays rugged individualism is just one reason the Jeep brand has thrived in the social arena.

So, is it the brand that is imitating the audience or the audience that is imitating the brand?