• by Karl Greenberg , January 21, 2014

Chrysler LLC's Jeep division has launched a new ad campaign timed with the X Games,  which the auto brand is sponsoring for an 11th year, to be held later this month in Aspen, Colo.

The company says the 30-second ad called "Mr. Ten Below" touts the Jeep Wrangler Polar Edition. The spot is also on Jeep's YouTube channel. The spot uses the lyrics from the Warner Bros. Television's Rankin/Bass holiday-themed film "The Year without a Santa Claus."

Mike Manley, CEO of the brand, said in a statement that the campaign, via divisional AOR Southfield, Mich.-based GlobalHue, is meant to align with an adventure theme. He added that the car will also be at the Buttermilk-Snowmass games venue. He said it allows the brand's customers "to engage with us in a way that is a natural fit for the Jeep brand."

The ads broke this past weekend on ESPN, ESPN2, and ESPN3, which are covering the Jan. 23-26 X Games. The automaker says the event also will be carried on ESPN digital platforms, including XGames.com, an X Games app, and X Games pages across Twitter, Facebook, and Tumblr.

The new spot shows the Wrangler Polar Edition bulling it way through powder on a snow-covered mountain. The song says "Friends call me Snow Miser, whatever I touch. Turns to snow in my clutch."

There are also print, digital, and social extensions of the campaign. The automaker says those include a social-media effort called "Polar Quest," which launched earlier this month. The program involves clues that lead to "badges" concealed within various Internet sites. For each badge, participants earn an entry in the "Polar Quest" sweepstakes. Three winners already have been selected for an all-expenses-paid trip to the X Games where they will vie for a chance at the Wrangler Polar edition. Three more winners won a trip for two to Jackson Hole, Wyo. The final three, who will be chosen on Jan. 29, win Jeep gear.

There are also experiential elements planned for Aspen, including the two-story "Tag Shop," a faux garage which Jeep has used at past games .