Male Gen-X, Millennial Media Opps: Jeep releases campaign for 2021 Grand Cherokee

Jeep is promoting the new 2021 Grand Cherokee with a campaign called "Wildly Civilized." It will be supported across social media, digital and TV during big sporting events. The campaign is set to run though August. Jeep worked with creative shop Highdive on the campaign. Sellers, there may still be time for you to provide ad space, so reach out soon. 

According to iSpot, Jeep spent around $84.2m on national TV ads YTD, more than double the $40.4m spent in this channel during the same time period of 2020. Full-year spend fell 10% from  $128.3m in 2019 to $114.9m in 2020. This year, it placed ads during programming such as "NFL Football," "College Basketball," "NBA Basketball," "The 78th Annual Golden Globe Awards" and "College Football." 

Per Pathmatics, Jeep earned 970.6m impressions YTD through Facebook ads (41%), Instagram ads (19%), desktop video ads (17%), desktop display ads (15%), mobile display ads (4%) and mobile video ads (1%). It placed the majority (90%) onto sites such as facebook.com, instagram.com, youtube.com, espn.com and yahoo.com. It placed the remainder (10%) through a variety of indirect channels onto sites such as yahoo.com, reddit.com, cargurus.com, caranddriver.com and ebay.com. It spent around $7.1m on digital display ads YTD, a little more than half (52%) of $13.7m spent in this channel during the same time period of 2020. Full-year spend fell 15% from $35.4m in 2019 to $30m in 2020. 

Sellers-- It appears Jeep is mainly targeting Gen-X and millennial men. The brand primarily utilizes digital display and national TV ads to promote its vehicles. Jeep has been increasing spend in both channels so far this year, after decreasing spend in 2020, during the Covid-19 pandemic. Sellers should start reaching out to offer last-minute campaign ad space. 

Agency & martech readers-- Jeep worked with creative agency Highdive on the currently campaign. I believe it also works with media AOR Starcom Worldwide and digital AOR Huge. I recommend looking for work elsewhere for the time being. I see no signs indicating this brand will review its roster any time soon.