This is perhaps an extremely innovative idea to prove the
capabilities of a vehicle. Jeep of Fiat Chrysler actually suspended traffic on
downtown Vancouver city street in Canada and took unsuspecting drivers on a
surprise detour in uniquely own-able approach to highlight versatility and
real-world capabilities of the Jeep Cherokee.
The Jeep brand took unsuspecting drivers by surprise by
converting an entire block into a forest with a wild mountain river, brought to
life with snowbanks, boulders, rocks, sand/gravel, moss, live fir trees and two
wolves. The unique approach was accomplished to introduce drivers to the
versatility and real-world capability of the Jeep Cherokee.
The :30 "River in the City" commercial, which
debuted on television on January 4, 2015 abroad, unfolds as unsuspecting
drivers were recruited to test the Jeep Cherokee by following directions from
its navigation system throughout downtown Vancouver. Following the detour, the
directions soon led them to the "river in the city" and the drivers
were actually a part of the real-life demonstration of the vast, wide range of
capabilities of the Jeep Cherokee. The commercial is further brought to life
with captivating images of the drivers in the Jeep Cherokee confronting
boulders and gravel amidst a raging river, all set against downtown parking
meters and people moving down escalators in city buildings as the work day
"We wanted to bring to life the real world capabilities
of the Jeep Cherokee in a unique approach," said Olivier Francois, Chief
Marketing Officer, FCA – Global, adding that "So how do you do that? By
taking what is essentially an experiential event where unsuspecting drivers are
being filmed navigating a busy metropolitan street that has been turned into a
fully functional mountain river and let them experience the capabilities of the
Jeep Cherokee for themselves. Our ‘River in the City’ takes an untraditional
approach to create a powerful statement that the Jeep Cherokee can handle
anything a city throws at it."
The "River in the City" shoot took place from June
14 - June 18, 2014. The set was built and produced three days prior to the
filming of the commercial. It took place on 400 Granville Street in downtown
Vancouver, Canada. Materials included:
1,000,000 pounds of boulders, rocks and sand (2,500 sand
bags), used throughout the set to break up water flow and give surface
Water (250,000 gallons) was pumped onto the street with
water pumps hidden in the alley and placed in key spots. (The water was
recycled using a closed water system that pumped water from the end of the
street back to the top. The water was eventually discharged down the street,
into Vancouver Harbor.)
400,000 pounds of snow - the snowbank was made of snow
blanket and fish-ice
Logs, sticks, moss, and 80 fir/hemlock trees lined/covered
the street. (The trees were boxed and returned to the nursery and boulders,
gravel and other materials were also repurposed.)
Two wolves were on set. (The domesticated, mixed-breed
wolves were made available from the Animal Insight for Film and TV. A
representative from the American Humane Association was on set to attest that
the wolves were treated humanely and procedures were followed. Observers were
able to take pictures with the animals.)
In addition to "River in the City," three
additional spots focusing on product features of the Jeep Cherokee are
currently airing on television and available online:
"Front and Rear Park Assist" - in this :30 spot on
the Vancouver "river" street, Jeep proclaims "We've got your front
and your back" -- focusing on front and rear park assist technology of the
"Forward Collision Warning" - :30 spot
highlighting the Jeep Cherokee's important passive safety system feature to
assist by warning the driver prior to a potential collision.
"Parallel and Perpendicular Park Assist" -
synchronistic orchestration shows simultaneous parallel and perpendicular park
assist technology of the Jeep Cherokee.
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