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JEEP BRAND EXTENDS BOUNDARIES OF NATURE IN NEW ADVERTISING CAMPAIGN

 HIGHLAND PARK, Mich., April 5 /PRNewswire/ -- Coming off its best ever sales year, Chrysler Corporation's (NYSE: C) Jeep/Eagle division is launching a rare, full-line advertising campaign, highlighted by a high- speed camera technique.
 The television spot and print ad, titled "Jeep Covers the Rest," strengthens the legendary Jeep(R) brand image by extending the boundaries of nature to convey the "go anywhere, do anything" attitude of the full line of Jeep vehicles.
 The spot premiers on primetime television the week of April 5 and in print April 12. The campaign will run throughout the year.
 Using innovative production techniques, including the first use of the Cablecam(R) Camera Tracking System in an automotive television commercial, the 30-second "Jeep Covers the Rest" spot starts with a static view of a beautiful mountain range.
 As the camera pans across the landscape, the voice-over says, "Some mountains are over 500 million years old." At that point, two stingrays swim through the frame and the viewer realizes that the camera has been underwater all along.
 As the stingrays swim past, the camera moves up out of the water, climbs a cliff to overlook a full line of Jeep vehicles on a mountain plateau. As this scene plays out, the voice-over continues, "And while water covers two-thirds of them, Jeep covers the rest." The spot closes with the themeline, "There's Only One Jeep."
 The Detroit office of CMEKHBB Advertising created the campaign.
 "Jeep is unsurpassed as a maker of rugged, powerful and stylish vehicles, adding fun and freedom to one's lifestyle," said L.W. Baker, General Manager, Jeep-Eagle Division. "More strongly than its competitors, the Jeep brand enjoys a strong identification with the cultural principles of authenticity, mastery, reach and nature.
 "From the picturesque location shooting to the filming of live stingrays, the `Jeep Covers the Rest' spot is the ultimate image advertising, conveying all the legendary qualities that can only be attributed to Jeep."
 To achieve the seamless, single camera move from underwater to the final zoom on the vehicles, the last half of the spot was shot with the aid of Cablecam -- 700 feet of cable stretched between two 55-foot towers, which allowed the camera rig to "fly" from one end to the other. Hanging from the cable, the camera rig skimmed the surface of the water, and ascended an incline at speeds up to 30 mph.
 Pierre de Lespinois, a former NASA aquanaut, underwater filmmaker and custom camera designer, directed the commercial for Savoy Commercials, Inc. of New York. de Lespinois is the inventor and owner of Cablecam.
 Advertising slicks and VHS copies of the commercial are available upon request.
 -0- 4/5/93
 /CONTACT: Jim Crawford of Chrysler, 313-252-8794/
 (C)


CO: Chrysler Corporation; Jeep/Eagle Division ST: Michigan IN: AUT ADV SU:

KE -- DE035 -- 3221 04/05/93 17:27 EDT
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Publication:PR Newswire
Date:Apr 5, 1993
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