Jeep promotes sponsorship of Cross-Canada Concert Series
By Adnews Staff
DaimlerChrysler, in the name of its Jeep brand, has signed on as the title sponsor of the Cross-Canada Concert Series for a third year. The concert tour is produced by Toronto-based music publication Exclaim! Magazine. Jeep is promoting its sponsorship with an ad campaign aimed at the youth market that is intended to create an association between the brand and Canadian music culture. The print creative depicts a man with a punk haircut in the shape of a series of mountain peaks. The ad will debut in the April issue of Exclaim. It will also run in various regional publications timed to coincide with local tour dates. Poster versions of the ad will also be placed in concert venues nationally. The ad was created by BBDO. "Both music fans and Jeep enthusiasts share a genuine excitement for life," said Kevin Paterson, media planning supervisor at BBDO. "We feel that this year's nod to the iconic rock haircut represents a strong connection to music and its fans." This year's tour, the 13th annual event, will be headlined by Montreal pop group Stars. It will run from March 31 to April 18.