With the arrival in Brazil of Novo Jeep Gladiatorthe brand presents the J-Sports, a platform built through a mindset of extreme sports modalities. With a detail that makes the difference: all of them are practiced with the Gladiator, the pickup with the greatest off-road capability on the market and developed in line with the pillars of Jeep.® to provide freedom, adventure, passion and authenticity. Created by the Fbiz agency, the campaign debuts today with films narrated by the iconic Rômulo Mendonça.
Malu Antonio, Stellantis’ Storytelling and Content Manager for South America, says:
“The best definition for the essence of the truck with Jeep DNA is adventure. With the campaign with J-Sports, we want to demonstrate how the New Jeep Gladiator is also all about extreme sports. In fact, this pickup is practically an integral part of the adventure. In fact, with Jeep, activities are always pure adrenaline.”
But to understand how the brand and the agency arrived at J-Sports, it is enough to start with one truth – Jeep adventure in itself is already in its DNA, but Gladiator generates a geometric progression of this journey that was already born full of adrenaline. It acts as a true “adventure creator”, recording and expanding each courageous step of those who live such an experience.
For example, in its 1000 liter bucket it is possible to transport a motorcycle or surfboards, which will continue the adventure that the pickup provides. A fact that inspired Fbiz to deliver the positioning of the New Jeep Gladiator, “adventure that carries the adventure”, and consequently to J-Sports: how the wakeboardingin which the pickup truck changes places with the traditional speedboat to pull the athlete and conduct his performance.
in the same way as the slackline, with its ribbon attached on one side to a rock, while the Gladiator on the other end helps keep it tight and taut. In addition to parkourwhich this time has the launch of Jeep as an integral part of the elements that make up the modality.
In the films produced by Dead Pixel with stage direction by André Ferezini, Rômulo Mendonça narrates with his unmistakable and irreverent style the adventures of real athletes presenting J-Sports with the Novo Jeep® Gladiator – such as slackliner Monique Paredes and world record highliner (holder of two Guinness records) Rafael Bridi, and parkour idols such as Christiane Terra, Danilo Alves and Ricardo Farias.
Check out the video:
Fabiano Pinel, Executive Creative Director at Fbiz, comments:
“There is nothing more up to the Jeep authenticity than presenting a unique release like Gladiator through unprecedented sports, practiced by icons like Rafael Bridi and narrated by another icon like Rômulo Mendonça. The idea is that, with each adventure that Gladiator provides for its owners, other J-Sports appear, and that Jeep becomes a great platform for sports and adventures without equal.”
The campaign also features Deco Neves and Lucas Stegmann, the channel’s founders and producer Bolovo, living the authentic Jeep spirit. aboard the Gladiator. The result can be seen both on the brand’s social networks and on the creators’ official channels.
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