In its new Renegade campaign, Jeep wanted up-and-coming artists to lay a soundtrack aimed at millennials instead of more established acts.
The North America marketing campaign’s first spot features an original song titled “Renegades” that was performed by indie-rock band X Ambassadors. The promotion launched today.
The Jeep brand has the clout to shoulder an emerging band in a campaign, said Olivier Francois, global chief marketing officer of Fiat Chrysler Automobiles, in an interview.
“That was part of a brief we gave these record labels,” Francois said. “It can be up-and-coming artists. Jeep has the shoulders to bear and to propel.”
The 60-second spot, also titled “Renegades,” shows a crew of adventurous surfers, skateboarders, dancers and others who embody the lyrics of the song. The band proclaims “long live the pioneers, rebels and mutineers, go fourth and have no fear, come close and lend an ear. And I said hey, hey hey hey, living like we're renegades.”
The ad weaves in shots of the Renegade parked next to the Grand Canyon along with urban scenes.
A 30-second version of the commercial will be released in the coming weeks. Two other 30-second campaign spots, “Endurance Race” and “Beach,” are also on the way.
The song idea came about during an FCA meeting with X Ambassadors’ label, Interscope Records, late last year. Francois said FCA was exploring the idea of using one of Interscope’s top artists for a Fiat brand campaign.
While discussing that separate initiative, Francois asked Interscope to also think about a possible song for the upcoming Renegade campaign.
Francois said the brand went with an original song to appeal to millennials.
“They don’t buy into advertising. They are more sophisticated. If you try to fool these people, you’re dead. It’s over,” Francois said. “If they feel it’s not totally organic, not real, not true, you’re dead.”