Jeep Brand Celebrates 10 Years at ESPN’s Winter X Games
Jeep® brand debuts two new broadcast commercials tied to Winter X Games 2012
Professional snowboarder, Hannah Teter, participates in the ‘Jeep Yeti Dig’ snow competition, Friday, Jan. 27
Winter X athletes to hold autograph sessions in Jeep "Tag Shop"
Consumers can follow Jeep participation on the brand’s Facebook and Twitter sites with behind-the-scenes postings throughout the event
January 26, 2012 , Auburn Hills, Mich. - For the 10th year, the Jeep® brand is returning to Aspen as the exclusive automotive sponsor of the world’s premier winter actions sports event, Winter X Games 2012. The popular X Games will take place Thursday, Jan. 26 through Sunday, Jan. 29 at Buttermilk Mountain at Aspen/Snowmass.
“The exceptional athletes that participate in the Winter X Games truly embody the spirit of the Jeep brand and its core values of freedom, adventure, authenticity and passion; the dedication and commitment to compete in these games is phenomenal,” said Mike Manley, President and CEO – Jeep Brand, Chrysler Group LLC. “This is the Jeep brand’s 10th year at the Winter X Games and each year we are energized by the opportunity to engage with a broad array of consumers who, like the Jeep brand, enjoy living their life fully and on their own terms.”
Two new Jeep brand commercials, featuring the 2012 Jeep Wrangler Arctic editions, will begin to air on ESPN and ESPN2 in conjunction with the Winter X Games. The two new spots, “A Little Snow” and “Avalanche” align with the brand’s action sport lifestyle and capture the capability of the Jeep Wrangler.
“A Little Snow” features the voice of legendary poet, Robert Frost, reading an excerpt of one of his most famous poems, “Stopping By Woods on a Snowy Evening.” The new spot showcases the 2012 Jeep Wrangler driving through deep mountain snow as if it were driving down the street, proving that winter will have to work a lot harder to halt the Jeep Wrangler from any adventure.
“Avalanche” highlights the 2012 Jeep Wrangler taking in the beauty of a winter’s day when nature attacks with one of its most powerful forces, an avalanche. The Jeep Wrangler is able to keep up and stay out of the avalanche’s grip, until the end when it becomes engulfed in snow. But, in the true spirit of the Jeep brand, the Wrangler escapes as it plows through a snow bank and showcases its legendary capability.
Creative efforts were developed by Global Hue, based in Southfield, Mich., the Jeep brand’s lead advertising agency. Both broadcast commercials are supported by print and digital media placement.
Jeep Arctic Yeti Dig
Keeping in the spirit of snow and action sports, the Jeep brand will host the “Jeep Arctic Yeti Dig” where contestants will dig in a giant pile of snow to find a key Jeep artifact. The first person to find the artifact will win a new 2012 Jeep Wrangler Arctic Edition vehicle. Six contestants were randomly chosen from the brand’s ‘Jeep Arctic Yeti Dig’ Sweepstakes which was held on the Jeep Facebook page (www.facebook.com/jeep), Twitter (www.twitter.com/Jeep) and blog (http://blog.jeep.com) sites. Professional snowboarder and X Games gold medalist, Hannah Teter will compete in the dig for a seventh contestant. The Jeep Arctic Yeti Dig will take place on Friday, Jan. 27th at 11:30 a.m. on Buttermilk Mountain at the X Fest near the Panda Peak ski lift.
Jeep Tag Shop
The Jeep brand will bring back the “Tag Shop” to the Winter X Games. The unique two-story, 20-by-20-foot structure, resembling an enclosed garage with functioning garage doors will serve as a hub of Jeep brand activities, where consumers can interact with Jeep product specialists, meet popular athletes and enjoy music from the covered second-floor DJ booth. A variety of Winter X Games athletes will be on hand to sign autographs at the Jeep Tag Shop. Visitors to the Tag Shop will have a chance to win Rossignol snowboard and ski gear.
The Jeep brand will be represented throughout Winter X 2012 games with signage, billboards, competitor bibs, street teams, shuttle rides and vehicle displays throughout the venue.
Jeep fans will be able to follow all of the action at Winter X Games on the brand’s Facebook (
Built on over 70 years of legendary heritage, Jeep is the authentic SUV with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.
The Jeep vehicle lineup consists of the Compass, Grand Cherokee, Liberty, Patriot, Wrangler and Wrangler Unlimited. To meet consumer demand around the world, all six Jeep models are sold outside North America – and all are available in right-hand drive versions and with gasoline and diesel powertrain options. Chrysler Group LLC sells and services vehicles in approximately 120 countries around the world.