Jeep ad uses Unreleased Michael Jackson song

Published May 21, 2014 at 8:53 am

Celebrity endorsements and appearances have long been used in marketing campaigns. However, a recent study by Unruly Media examining the role of celebrities in viral content, and specifically, Super Bowl ads, revealed that celebrities do not necessarily make people interested in sharing content.

This point may be applicable in a general sense — but is it different when the celebrity in question is the late “King of Pop?”

This is what Jeep is banking on with the company’s new marketing campaign. The campaign will feature a previously unreleased Michael Jackson song called “Love Never Felt So Good.” The idea behind the campaign is linking two American icons considered to be “timeless,” according to a recent Adage article. The ads will be summer themed, and feature appearances from basketball and soccer stars and people enjoying summertime activities.

As Jeep is gearing up to promote its Cherokee and Wrangler brands, Michael Jackson has an album set to be released in the middle of May. As noted in CNN Money, Sergio Machionne, CEO of Fiat Chrysler, is looking to double Jeep’s global sales “by adding new models and expanding overseas.” The Michael Jackson branding campaign is part of this effort to drive sales, but is not the first time the company has used an iconic musician to promote one of its brands.

Creating a brand association with an iconic artist seems like a good marketing strategy, but it is important to note that Unruly Media’s study found that the Chrysler SuperBowl ad featuring Bob Dylan wasn’t even recognized by 93 percent of viewers as being a Chrysler ad, according to Adweek. This underscores the point that although a celebrity may be recognizable, if there isn’t an obvious tie in with the brand, the ad may not create the intended effect. Whether the Jeep advertisements will be more successful than the Chrysler one remains to be seen.