NEW YORK -- An adventurous, powerful woman is just what marketing executives behind Chrysler Group's Jeep brand saw as an ideal spokeswoman.
With a tie-in already in place with Paramount Pictures' Tomb Raider II: Cradle of Life -- in which the heroine drives a Jeep Wrangler Rubicon -- they turned to persuading lead actress Angelina Jolie to appear in ads.
Everything was progressing smoothly until the discussion turned to the ad's tagline.
Now, officially -- if anyone asks -- Jeep's spokeswoman is not Ms. Jolie, but video-game heroine Lara Croft.
Negotiations with Ms. Jolie dragged on for at least five months while Jeep's team tossed around creative ideas and tried to come up with a tagline Ms. Jolie was comfortable with. She was reluctant to say "It's a Jeep thing." This was a potential sticking point that worried the marketing team. Jeep was looking for a solid commitment to the brand from Ms. Jolie. What eventually persuaded her was an argument by the Jeep team that although she would be acting in the ad, the spokeswoman was really the Lara Croft character -- not Ms. Jolie. After some fine tuning, with both Paramount and Jeep making concessions, Ms. Jolie finally recorded as a tagline "Let's see them catch me now," after she eludes pursuers in her tricked-out Jeep Wrangler Rubicon.
Jeff Bell, Jeep's vice president of marketing, doesn't mind. "My own creative team wanted to make sure we didn't do something that came off as corny," he said, adding the original tagline did not flow naturally in the spot. "They didn't want it to be something like Lara Croft punching and kicking, jumping off a cliff into the water and she comes out and looks at the camera and says, 'I need to drink this refreshing beverage,' " he said.
Ms. Jolie was not available for comment.
The deal was developed by Chrysler agencies BBDO, Detroit and the Arnell Group, both Omnicom Group shops, along with Arthur Cohen, president of worldwide marketing for the motion-picture group at Viacom's Paramount Pictures.
"Everything Angelina did in the ad was consistent with what Lara Croft would do. Lara Croft would be very comfortable in a Jeep," Mr. Cohen said.
Jeep created three special Tomb Raider Rubicon vehicles for the film that will also later be used for promotions, including appearances at "Camp Jeep" events this summer. Aspect Ratio, a Los Angeles production shop, is producing the ads, a Jeep cinema ad and the movie trailer. Tomb Raider II opens July 25.
"We wanted the ad to be so natural that people will understand this is a Jeep commercial but it will have the look and feel of a movie trailer," Mr. Bell said. The ads were filmed on location at the movie's U.K. set.
Finding a director
Selecting a director was nearly as daunting as the tagline haggling with Ms. Jolie. Chrysler originally hoped to enlist Tomb Raider II director Jan de Bont, whose films include Speed and Twister, and who has directed Chrysler Group Dodge spots. One executive said Mr. de Bont was set to do the ad until he was injured falling off a platform on set, which pushed back the film's release date and persuaded producers to hand the commercial project over to Simon Crane, second unit director.
Mr. Bell's version of events has Mr. Crane getting the job because Ms. Jolie had worked with him on Pepsi-Cola ads related to the first Tomb Raider and wanted to work with him again.
Jeep sales slid 10.6% in the first two months of 2003 to 54,731 units vs. last year. In calendar 2002, it sold 459,796 vehicles.
Richard Linnett writes for Advertising Age, a sister publication to Automotive News. Jean Halliday, of Advertising Age, contributed to this report.