This Jeep 75th Anniversary Campaign Stars Elyas M'Barek

By: Rebecca Byers - Feb 17, 2016
References: adweek
This Jeep 75th anniversary promotion offers urban Jeep drivers exactly what they are missing in the city: adventure, namely in the form of mud. The unique Jeep Germany campaign is offering drivers a limited edition can of "100-percent real dirt" to apply to their vehicle in the instance they can't seek real adventure themselves.

The clever campaign includes a short black and white film starring brand ambassador Elyas M'Barek and the new Jeep Renegade. Jeep Germany will create a limited run of 75 "cans of adventures," with the warning label reading, "for emergency use only, do not apply unless real adventure is not an option."

The clever promotion involving a "mud mask" for adventure-deprived vehicles (and drivers) is a great way for Jeep to reconnect with their target demographic, especially in the year of the brand's 7th anniversary.