Dive Brief:

• Jeep's latest campaign features three new singles from actor/singer-songwriter Jeremy Renner, who plays Hawkeye in "The Avengers" franchise, according to a press release. Renner also stars in commercials for the brand's sixth annual "Summer of Jeep" campaign for TV, web and social channels.
• The songs — "Main Attraction," "Nomad" and "Sign" — are also available on Spotify, iTunes, Google Play and other streaming music platforms. Jeep filmed the brand's ads and the music video for "Main Attraction" simultaneously, as well as a documentary that follows Renner's musical efforts.
• Jenner and the three songs are featured in commercials directed by Jeff Tomsic that promotes Jeep's Grand Cherokee, Compass, Wrangler and Cherokee models. Longer form "mini music video" versions of the TV ads are also available on Renner's YouTube channel, as well as on Jeep's.

Dive Insight:

Now in its sixth incarnation, the latest "Summer of Jeep" campaign makes Jeep the latest advertiser to incorporate original songs in a brand campaign. Other brands going that route include Mountain Dew, Dove, Oreo's and Lay's, although campaigns have suffered when the connection between brand and song was not authentic or organic. Renner's rugged appeal and musical style syncs with Jeep's brand identity, in a way that can deepen celebrity ambassadorships.

The Jeep campaign further blurs the line between original and branded songs. The music by the self-taught musician is available on streaming services, and the videos on YouTube appear as ads, music videos and "mini music video" versions of the ads. In that way, Renner could help Jeep engage with an audience of car-buyers that is intrigued by the actor's musical pursuits.

Renner appeared briefly in and provided voice-over for a commercial earlier this year for Ram Trucks, which — like Jeep — is a Fiat Chrysler Automobiles (FCA) brand. FCA Chief Marketing Officer Olivier Francois told Billboard that, after being introduced to Renner by a mutual friend, he mentioned his search for "anthemic" music for this year’s summer campaign. Renner asked to play some of his own music, which appealed to Francois.

Previous "Summer of Jeep" artists have included the bands OneRepublic and X Ambassadors, and musician/entrepreneur will.i.am. The new campaign is the first to use three songs by a single artist. Meanwhile, Jeep's "More Than Just Words" commercial, released during the run up to this year's Super Bowl, racked up 106 million online views, breaking a record for FCA.