The award winning Jeep billboard

Chrysler wins OBIE for Jeep Wrangler Call of Duty ad campaign

The Chrysler Group recently received an OBIE award for their innovative billboard campaign featuring the Jeep Wrangler Call of Duty: MW3 Special Edition on a unique billboard using backlighting that showed different images during the day and night.

The OBIE award is issued by the Outdoor Advertising Association of America, recognizing unique campaigns through many forms of advertising and while the overall campaign featuring the Jeep Wrangler Call of Duty: MW3 Special Edition went far beyond the billboards – it was a trio of electroluminescent billboards located Los Angeles, Chicago and New York that claimed this award.

Created by the advertising agency Global Hue, these three billboards used “patented low voltage electroluminescent Light Tape lamps” to show an image that looks like it was caught using a night vision camera – similar to the images shown during night-fight segments of the incredible first person shooting game Call of Duty: Modern Warfare 3. During the day, these high tech billboards in LA, Chicago and New York show the Jeep Wrangler climbing over a large boulder out in the middle of a rugged, mountainous landscape. Along with this scenic image of the Wrangler conquering the wilderness is the tagline “The Toughest Vehicle In The World”, with the Jeep and Call of Duty MW3 logo on the other side. Once the sun goes down, the image changes (as shown on the right in the green portion of the image), with a night vision-style look at the Jeep Wrangler climbing over a badly damaged vehicle (it looks a little like a Scion tC) in a war ravished location. The same tagline accompanies this image but “Any World” is added to the war scene. This unique use of the Jeep in identical positions but in very different locations won the Chrysler Group the OBIE.

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“We are honored to receive this award as it validates our desire to attract consumer attention in a different and innovative way,” said Olivier Francois, Chief Marketing Officer - Chrysler Group LLC. “Our creative standards are high and allow great ideas to come to life, always striving to showcase our products with a unique approach.”

The advertising partnership between the Chrysler Group’s Jeep brand and the Call of Duty: Modern Warfare 3 goes far beyond these three billboards – with more examples of the ad campaign found in print, on television, and all over the internet. The Chrysler Group also offers an offroad package for the Jeep Wrangler sporting the Call of Duty MW3 name, with the vehicles decked out in plenty of black trim, a Warn winch and CoD logos to give the Wrangler a war-ready look. You can click here for a closer look at the Jeep Wrangler Call of Duty MW3 Edition.