Chrysler Virtual Auto Factory Tour Web Site

The SapientNitro Creative team helped launch the new 2015 Chrysler 200 Factory Tour web site. A Factory Manufacturing page created by our team supported the program as well.

Chrysler CMO Olivier Francois, Fiat Chrysler CEO Sergio Marchionne and Chrysler brand CEO Al Gardner wanted to show consumers the overhauled state-of-the-art manufacturing processes that highlight the Chrysler 200's quality, excellence and sophistication. This program ties in to the "Born Makers" TV ads which also highlights the Sterling Heights manufacturing plant.

This immersive tour uses the Google program to tap into existing content on the internet including 360-degree interactive films and photography. Various aspects of the assembly process were highlighted to focus on many of the innovative processes that help separate the new Chrysler 200 apart from the competition.

Not everyone can visit the Chrysler plant, so Oliver Francois did the next best thing, "Since we can't bring people to the plant, we've openly brought the plant to the people." In the immersive site, the consumer is part of the discovery process as they see the in the pride, expertise and excellence built into every new 2015 Chrysler 200.

The story was picked up and lauded by Forbes, Automobile, Motor Trend, Road & Track among others.

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.

2012 Jeep Grand Cherokee SRT8

2012 Jeep Grand Cherokee SRT8, a photo by lee.ekstrom on Flickr.

Dan Neil of the Wall Street Journal describes the new 2012 Jeep Grand Cherokee SRT8 as "one angry whale."

I love this article on so many fronts. Neil states the SRT8, "corners like an 80-foot sperm whale." And goes on to add that "This is the vehicle version of Ray Kurzweil's singularity theory."

Had to look that one up.

His ode to Melville's classic Moby Dick is entertaining to say the least. Check out the full article and corresponding video here:

Exerpt from the article:
"With a 6.4-liter, 470-horsepower Hemi V8 in the powder magazine and a series of very smart clutches and differentials delivering torque to all four half-shafts, the SRT8 hurls its 5,200-pound bulk to 60 mph in 4.6 seconds and barrels through the quarter-mile just fat of 13 seconds. By those metrics, the hyper-Cherokee is the murdering, harpoon-straightening, bang-for-buck champion in performance SUVs, as fast as or faster than the pricier Mercedes-Benz ML63 AMG, Porsche Cayenne S, Range Rover Sport Supercharged, BMW X5 xDrive 35i or Audi Q7."

He goes on to say, "Now it starts to get interesting, because—as the SRT8 proves—we're getting to the point where vehicle type doesn't really matter. If the computer programming is supple enough and the on-board processing is fast enough, engineers can now virtually nullify effects caused by vehicle height, weight, roll centers and center of mass. Throw enough code at it and you can get a Ferrari to drive great in the snow, an Audi A8 with Quattro to drift like a tail-happy Toyota Supra, and you can get an 80-foot sperm whale—I mean, a Jeep Grand Cherokee—to corner like a sport sedan. This is the vehicle version of Ray Kurzweil's singularity theory."

Wow - this is great stuff. About the Kurzweil thing, as I understand it ... The 2012 Jeep Grand Cherokee SRT8 represents a paradigm shift in vehicle capability through an exponential growth in technology and computing power. But whose responsible for "throwing the code" at the SRT8? None other than a creative and technologically savvy Jeep engineer named Jeff Roselli. He created a game-changing machine that is taking the performance world by storm.

Perhaps Roselli's title should change from Lead Vehicle Engineer and Development Manager for SRT8 to "Captain Roselli."

Now go to your local Jeep dealer and pick up one for yourself. But please, please leave your harpoons at home.

Jeep Brand Niche Advertising - Surfing

There's magic in the idea of surfing. The sound of the surf and the pounding waves relentlessly call you to play in an immersed-in-nature experience. The quest for the perfect break drives many the world over. Forever searching. Looking for a remote spot where your only competition is the wave and not a crowd of first timers. It's about being on top. Mentally checked in. In tune with the wave — it's sound, movement and energy. When it's right, you feel like your dancing on the wave. Your in the flow. And you wonder how you can get that feeling anywhere other than a wave.

For many off-roaders, taking their Jeep 4x4 into the backwoods of America can feel like riding the perfect wave at Waimea Bay Beach. It's kind of like tuning in to terra firma. Like being connected from the head and heart right down through the leg and foot pedals and engine and tires — right down to the earth. Nature calls off-roaders much the same way as the surfers. Boulders, rocks, ledges and logs have a way of talking to you through the bottom of your Jeep 4x4. The off-road skid plates are like sounding boards to the soul. It's kind of like Morse Code from Mother Nature passed on through the trail. The gentle woosh of leaves against the quarter panel. The rocks kissing your t-case skid plate. You've got a special connection to the terrain that, when explained, others just don't understand. That is until they make it out to the trail with you. Put them in the driver's seat. Then their ears come alive, and then, and only then, they understand.

The intangible tie of riders of the rip curls and riders of the rugged rock is the common bond that forms between nature's adventurer seekers. It transcends boundaries, job titles, and equipment. It's about being immersed in nature's backyard.

The Jeep brand has had a long history of sponsoring like-minded people who share the spirit of adventure and freedom. One of the key sports that shares the Jeep spirit is surfing. Ben Skinner is showing the Shaka sign, a gesture of Hawaii that says "aloha", that everything is all right, good vibes and mutual respect. Check out a recent interview with Ben by jeep-people after an Association of Surfing Professionals World Longboard Tour Bear Pro event.

While not everyone has access to the waves or has a longboard made by Ben Skinner, you can go to your local Jeep dealer and have instant access to fun and freedom only associated with a Jeep 4x4.

White House Infographic Jeep Obama

White House Infographic Jeep Obama, a photo by lee.ekstrom on Flickr.

Cool infographic from the White House. This is an isolated portion that uses the Jeep plant in Toledo as a Case Study to show how the automotive industry has rebounded since 2009.

The infographic shows the many different suppliers that contribute to the iconic Jeep Wrangler produced in Toledo, Ohio.

Through the first 10 months of 2011, Jeep is the fastest-growing domestic brand, with sales up 44 percent. At its current rate, Jeep will sell 413,000 units this year, the most since Chrysler's 2009 bankruptcy. But that's still well shy of 1999, when Jeep set its sales record of 554,466.

The original Willys MB "Jeep" 4x4 for World War II was produced in the now demolished Toledo South Assembly Plant. The Toledo Assembly Complex is a World Class facility that is raising Wrangler quality to new heights.

NOTE: The White House needs a proofreader - should be "Continental Structural Plastics" instead of "Conteintal Structural Plastics" for the Hardtop supplier.

You can find the full infographic in the post prior to this one.

CLEVER LAND ROVER PASSPORT AD

Advertising Agency: RKCR/Y&R, UK
Executive Creative Director: Mark Roalfe
Typographers: Lee Aldridge, SiD
Copywriter: Phil Forster
Art Director: Tim Brookes
Photographer: Carl Warner
Production: Ali Power
Account Director: Glynn Euston

2005 Jeep Gladiator Concept Flyer 2 of 2

2005 Jeep Gladiator Concept Flyer 2 of 2
Originally uploaded by lee.ekstrom

The 2005 Jeep Gladiator Concept Vehicle seems to be making its way back in the press again. Jeep CEO Mike Manley showed dealers a version of this multipurpose vehicle (aka "pickup truck") at a dealer meeting in Orlando, Florida last year. Its expected that production of a Jeep exotic will begin in the third quarter of 2011, and be badged as a 2012.

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

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

Favorite New Chair

I want one for my office. Fashioned by Patrick Amiot Urban Furniture.

Enjoy The Ride

Hugh Barton of Glue Audio sent this short animation to Dante Nagy, our art buyer at Organic. Glue worked with Santa Monica based King and Country to create a vibrant other-world, where a tired old Fiat 500 is rejuvenated and given new life.
Great execution - especially enjoyed the sound. According to Hugh it's been "ripping-up film festivals and was featured on Motionographer. I enjoyed looking at the boards almost as much as the finished product. Click here and enjoy a HQ version of "The Ride."

Gang Signs in Advertising

Where do you draw the line with gang signs and advertising? You can find some kind of symbol in almost any advertising using a hand. Take the successful Jeep Patriot campaign - a woman playfully pinches a wolf and drops it into her friends canoe. One could say that the pinch sign (see # 8 below) is used by some obscure gang somewhere that doesn't really matter. Should that gang sign limit creativity and stifle the Jeep campaign with its pinch the wolf theme? Of course not.