Jeep Launches Partnership With USA Basketball

  • April 23, 2012

Chrysler's Jeep brand has signed to be official vehicle of USA Basketball, a global deal that includes a full advertising and marketing campaign, called "Power Within," scheduled to begin Saturday, April 28, per the Auburn Hills, Mich.-based company.

The Jeep brand is tying the partnership to a limited-edition vehicle called the 2012 Jeep Wrangler Unlimited Altitude Edition. The Jeep will be featured in the campaign, which features Chris Paul, a 2012 USA Basketball finalist and 2008 team member, who will be spokesman for this partnership. Paul will also appear in "behind the scenes" video vignettes about the partnership with USA Basketball.

The "Power Within" campaign, via GlobalHue, Southfield, Mich., uses a "power with purpose and for good" mantra to spotlight the V-6 Pentastar engine in the 2012 Jeep Wrangler, according to Jeep.

“’Power Within’ is a mantra for our time as it is a reminder that power with purpose is timeless,” said Olivier Francois, Chief Marketing Officer -- Chrysler Group LLC.  “From its visual elements to its selected music, the campaign is designed to inspire viewers to do what it takes to find their inner power.”



The Jeep blurb says the campaign shows footage of the 2008 USA Basketball men’s team, and the fans, with the tag: “Proudly believing in USA Basketball.” The spot also features the track “The Believer” from Grammy-award winning artist and actor, Common.

In addition to out-of-home and print elements, plus a brand presence at a USA Basketball game in D.C., there is also a new microsite,, where consumers can enter to win one of the Jeep Wrangler Unlimited Altitude Edition vehicles through an interactive Jeep-USA Basketball themed design contest. The site also hosts the video vignettes featuring Chris Paul who, with NBA legend and ESPN/ABC analyst, Jalen Rose gets into the partnership: the first vignette is about the making of the TV spot.

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