Jeep Celebrates a Decade as ESPN's X Games Sponsor

By Trevor Dorchies | January 30, 2012
The snow has finally settled and all of the medals have been awarded. That isn't stopping Jeep from continuing to celebrate its tenth year as a sponsor of ESPN's winter X Games. The X Games, which took place January 26th-29th, has been in an exclusive partnership with Jeep now for a decade. To commemorate the past ten years, Jeep has two new commercials focusing on the Wrangler Arctic Edition along with two commercials already hitting the airwaves. “The exceptional athletes that participate in the Winter X Games truly embody the spirit of the Jeep brand and its core values of freedom, adventure, authenticity and passion; the dedication and commitment to compete in these games is phenomenal,” said Mike Manley, President and CEO of Jeep Brand, Chrysler Group LLC. “This is the Jeep brand’s 10th year at the Winter X Games and each year we are energized by the opportunity to engage with a broad array of consumers who, like the Jeep brand, enjoy living their life fully and on their own terms.” The two new commercials began airing simultaneously with the X Games and feature the likes of legendary poet Robert Frost and an avalanche. Don't worry, though, they're not together. The first commercial, dubbed "A Little Snow", features the voice of Frost reading one of his famous poems, "Stopping by Woods on a Snowy Evening." It showcases the 2012 Jeep Wrangler driving through wintery conditions as if it were on the asphalt or a dry road.
The second commercial, justly named "Avalanche", shows a 2012 Jeep Wrangler enjoying a nice winter day when an avalanche strikes. For a few moments the Wrangler is able to out power the tidal wave of snow as both race down the side of a mountain but, as is the case in most instances, the avalanche catches up to and buries the Wrangler under the snow. A few seconds later, the Wrangler busts out to show that nothing can stop Jeep's most stalwart vehicle. Both commercials culminate with the 2012 Jeep Wrangler Arctic Edition showing off Jeep's presence in the snow. Do you think Jeep needs to promote its abilities for traveling in the snow? Sound off in the comment section below. Source: Jeep