DETROIT — Jeep, a no cost-spirited brand name acknowledged for adventures, is pushing a more cautious concept all through the coronavirus pandemic: Continue to be off the highway.
Jeep, in a new electronic place produced Friday, is urging the community to keep dwelling all through the outbreak as it reminds customers that the trails will be waiting for them when the crisis subsides. The online video, “Identical Working day,” is section of a greater social media campaign by Fiat Chrysler Vehicles that will tout responsible habits to stop the unfold of the virus and honor critical personnel this sort of as healthcare personnel and law enforcement officers.
FCA’s other brand names will put up movies on their social channels in the weeks forward.
Jeep is confronting this really serious second with a lighthearted tone. It revives the Groundhog Working day topic from its Super Bowl place this 12 months and at the time yet again characteristics actor Monthly bill Murray in a series of movies that will launch in the coming weeks. The brand’s other movies, which have a more inspirational, heartfelt contact, will delve into its armed forces background and examine themes of freedom and spouse and children.
“Identical Working day” performs on the monotony that will come with getting to keep at dwelling all through the pandemic, which delivers a organic segue into the Groundhog Working day movie plot in which Murray’s character relived the similar day about and about.
“All the things is so much of a tragedy now,” FCA advertising and marketing chief Olivier Francois informed Automotive Information. “Generally, I would be very, very cautious with being humorous about the circumstance you will find nothing at all to smile about. But, in this case, we started out viewing so quite a few posts popping up expressing, ‘Staying dwelling, it looks a small bit like ‘Groundhog Working day.’ “
Francois additional later on: “It really is it’s possible one of the only tasteful methods to use a smile to really encourage men and women to keep dwelling.”
The campaign has a unifying hashtag across brand names, #StayAtHome, but just about every brand name also has a special hashtag. Jeep’s tag line is #StayOffTheRoad. Ram is touting the #WorkForHome tag for its articles that will middle on well being care personnel, farmers and utility and shipping personnel, although Dodge’s social campaign is using #TheMuscleBehindUs to celebrate 1st responders. Fiat is using #WeAreItaly, Chrysler has #PacificaCampOut and Alfa Romeo is likely with #MorePowerfulInPark.
Manufacturers have presently posted articles using the numerous tags.