On February 12 (local time), during the biggest sporting event in the United States, Jeep will showcase a TV advertisement featuring its plug-in hybrid powertrains ‘4xe’ models, paired with upbeat music, marking the launch of a global brand campaign.
The goal of this global campaign is to promote Jeep’s electrified portfolio worldwide, showcasing the brand’s commitment to its electrification vision of “zero-emission freedom.”
The NFL Super Bowl advertisement features the iconic off-road SUV ‘Wrangler 4xe’ alongside the luxury flagship SUV ‘Grand Cherokee 4xe’. It highlights the powerful off-road capabilities contrasted with the quiet operation of the Wrangler 4xe and Grand Cherokee 4xe as they drive silently in electric mode through nature, accompanied by the sounds of animals such as giraffes, meerkats, ostriches, and sloths. The animals dance to the background music of ‘Electric Boogie,’ adding a playful element to the ad.
The song ‘Electric Boogie’ used in this big game advertisement was released by reggae artist Marsha Griffiths in 1983 and gained immense popularity in the early 1990s. For this campaign, Jeep collaborated with Marsha Griffiths, reggae artist and producer Shaggy, emerging reggae artists Amber Lee, Jamila Phalak, and Moyan to create a 2023 version of ‘Electric Boogie.’
Jeep will also launch a #Jeep4xeBoogieWoogie hashtag challenge on the video-sharing platform TikTok, inviting fans worldwide to join dancers in the Electric Slide dance.
Christian Meunier, Global President of the Jeep brand, stated, “Jeep continues to develop the most capable and sustainable Jeep SUVs, which is why we say ‘4xe is the new 4×4.’ This represents a progressive strategy that allows millions of Jeep fans around the world to continue exploring, embracing, and protecting the planet.”
Viewers can catch this NFL Super Bowl advertisement on the official Jeep Korea YouTube channel, while the new version of ‘Electric Boogie’ will be available for streaming starting Sunday, February 12 (local time). Jeep will also release behind-the-scenes footage of Marsha Griffiths recording ‘Electric Boogie’ in the music studio with Shaggy, which can be seen on Jeep’s official social media channels and Shaggy’s social media channels on Monday, February 13 (local time).
Ji Sang-jin daedusj@autodiary.kr