Jeep is launching a social campaign for the Grand Wagoneer featuring Detroit's Jalen Rose.
Rose, a sports analyst and former NBA and Michigan Wolverine "Dream Team" basketball player, is the narrator of a 60-second video, “Where I’m From,” created by Detroit-based creative agency Boulevard.
The video harkens back to a declaratory two-minute Super Bowl spot that Stellantis, then known as DaimlerChrysler, launched 11 years ago featuring another well-known Detroiter, rapper Eminem. The spot "Born of Fire," also known as "Imported from Detroit,” was created by Wieden+Kennedy.
The current 6-week social and digital campaign features Rose, who highlights his own personal journey and pays tribute to the city and people of Detroit. The effort began running today across Rose’s social channels including Facebook, Twitter and Instagram in addition to Wagoneer social and digital channels.
Creative shows Rose driving a Grand Wagoneer through iconic Detroit streets. He speaks to how the city of Detroit molded him, and how he is a reflection of that spirit, which helped make him the person he is now.
“The thing about Detroit’s hustle, is that we know we’re underdogs,” Rose says in the video. “And we’re good with it. I’m a reflection of that spirit.”
The campaign, which includes two teasers that launched earlier this month, asks viewers to share their own city pride using the hashtag #WhereImFrom.
Jeep has supported the Jalen Rose Leadership Academy in Detroit as a corporate partner for 10 years. Rose’s participation in the effort was one way of saying thank you, he says.
“And, it’s organic, because my mother worked for Chrysler for 20 years,” Rose tells Marketing Daily. “All of our cars were Chryslers or Jeeps. She drove a (Jeep) Grand Cherokee, I drive a (Jeep) Rubicon. The other thing I like is, not only do I think it’s cool, my 21-year-old thinks it’s cool, my 15-year-old thinks it's cool. So it transcends generations in a lot of ways."
Rose was selected for the effort because he is a “ fierce advocate” for the city and is a hometown hero, along with having national recognition, says Marissa Hunter, vice president of marketing – North America for Stellantis.
“He also personifies the journey many African-Americans have experienced toward success, a journey he proudly acknowledges has been paved by the Detroit streets, neighborhoods and communities where he was raised,” Hunter tells Marketing Daily. “Detroit is in his DNA and he models the notion of: where we’re from, builds who we are.”
The effort targets the Detroit community and aims to introduce Grand Wagoneer to African-American audiences, she says.
“African American premium large utility vehicle and large utility vehicle sales are growing faster than the total industry,” Hunter says. “And the Jeep brand, among the many brands in our product portfolio, has high brand loyalty in this consumer segment, which we want to continue to authentically grow and develop.”