Jeep® won the prestigious Best Product Placement title at the 48th edition of the Key Awards for the appearance of Jeep Renegade in the film “Batman v Superman: Dawn of Justice”. The action movie, released in theaters worldwide last March, was part of an extraordinary project springing from the global partnership between FCA US LLC and the Warner Bros. Pictures.
The 48th Key Awards ceremony was staged yesterday evening at the Elfo Puccini Theater in Milan and was attended by managers of advertising agencies, movie and post-production studios, audio studios and companies operating in various sectors. Roberta Zerbi, Alfa Romeo & Jeep Country Manager – Italy FCA accepted the Best Product Placement accolade for the Jeep brand.
In “Batman v Superman: Dawn of Justice”, the two iconic superheroes cross paths for the first time and Jeep Renegade is the car that best captures the drive of the two leading characters, whose epic clash plays out over the course of the entire movie. The same expressive and emotional force is found in the major communication campaign – developed across TV commercials, press and exclusive online activities – created and made by Jeep, in collaboration with the “Batman v Superman: Dawn of Justice” filmmakers, to present the special series of the Renegade that sprung from the partnership: the Jeep Renegade Dawn of Justice Special Edition.
The special series debuted in the commercial entitled “Into the Storm”, in which the car’s placement was already obvious: the spot features footage from the film showing Bruce Wayne (played by Ben Affleck) behind the wheel of a Jeep Renegade. Opening on the streets of a city in ruins, a voiceover describes how Wayne feels attracted by danger rather than running away from it. The narration accompanies various action scenes in which the Jeep Renegade takes center stage. The participation of the Jeep Renegade in the film meant it could be appreciated by an incredibly vast audience.
The epic clash that accompanied the entire film was also the focus of an exciting interactive experience created by Jeep and entitled the “Battle of the Renegades”. Players of the online game could pick Batman – BLACK – or Superman – BLUE – and become the heroes themselves using Jeep Renegade to help others and avert the imminent catastrophe.
The film also marked the big screen debut of the model, which is made in Italy and sold in over 100 countries worldwide. In particular, Jeep Renegade is the model that more than others significantly contributed to the extraordinary success of the brand in the EMEA Region. In two years since it was launched, it climbed the sales rankings in many countries, including Italy (the first market in Europe), the UK, France, Germany and Spain, reasserting itself as the most versatile SUV ever with three traction systems, three transmissions, four diesel and petrol engines delivering from 95 to 170 HP, four trim levels and four highly successful special series just in 2016: Night Eagle, Dawn of Justice, 75th Anniversary and the new Desert Hawk.
The Jeep Renegade Dawn of Justice Special Edition is available with a 1.6 E-TorQ 110 HP petrol engine or 1.6 MultiJet II 120 HP diesel engine. Both versions are equipped with manual transmission and front-wheel drive. The car is based on the Longitude trim level and boasts a unique, dark appearance with Gloss Black interior and exterior finishes that accentuate the 18″ alloy wheel rims, fog lamp and tail light inserts, Jeep badge and iconic front grille. The limited-edition model is available in four different colors: metallic Carbon Black, Granite Crystal, Colorado Red, and Alpine White.