"We view Jeep as the perfect partner in this film because the brand's attributes are a natural fit with the Lara Croft character, " said Lisa DiMarzio, Senior Vice President, Worldwide Marketing Partnerships, Paramount. "Lara embodies Jeep core values: authenticity, mastery, adventure and freedom."
As part of the campaign, the Jeep brand is creating an original TV spot and print advertising that features Angelina Jolie as Lara Croft. The ads are part of a 360-degree integrated marketing campaign designed to be used in all levels of brand communication around this association.
The Chrysler Groups Jeep Design Studio team, in collaboration with Kirk Petruccelli and Graham Kelly from the Paramount Tomb Raider II production team, designed and built the customized Jeep Wrangler Rubicon featured in the film.
To create the vehicle, we took the ultimate off-road machine, a Jeep Wrangler Rubicon, and tailored it to fit what aristocratic Lady Lara Croft, would need to do her job as a tomb raider, said Trevor Creed, Senior Vice President, Product Design, Chrysler Group. This specialized vehicle includes original Rubicon features, after-market components used by many off-road enthusiasts and unique never-before-seen custom features.
Laras unique vehicle (three were built for the film) boasts an array of functional modifications, such as a roll cage with grab bars, a skid plate with simulated HID lighting and an interior with specially designed gauges, shifters, instrument panel, console and door trim. The aftermarket components used to complete the Lara Crofts Jeep Wrangler Rubicon include Hanson Enterprises front and rear bumpers, Mickey Thompson 35 Baja Claw tires and Classic II wheel with bead locks, Skyjacker four-inch skyjacker Double Flex suspension lift, Warn winch and Bushwacker riveted fender flares.
Wrangler is the icon of the Jeep brand and continues to be the original go-anywhere do-anything freedom machine that provides maximum versatility and performance, said Jeff Bell, Vice President Jeep, Chrysler Group. In the movie, this vehicle will be showcased in many rugged and extreme situations, highlighting key strengths of the brand in a new and exciting way. Youll see the Jeep driving 80 mph across harsh desert and jungle terrain without any difficulty. Thats real Jeep 4x4 capability and thats Jeep adventure.
The first Tomb Raider movie was a massive blockbuster at $47.7 million in the opening weekend, the biggest opening ever for a film with a female star. Worldwide, the film went on to make nearly $300 million in its theatrical release.
The limited edition 2003 Jeep® Wrangler Rubicon Tomb Raider model debuts in July to coincide with the release of the new film "Lara Croft Tomb Raider: The Cradle of Life." A customized version of the Jeep Wrangler Rubicon is driven in the film by virtual game heroine Lara Croft, played by Angelina Jolie.
"The Jeep Wrangler Rubicon is the most capable Jeep ever built, so the heroic and extreme environment in which Lara Croft uses her custom Wrangler Rubicon in Tomb Raider is accurate," said Jeff Bell, Vice President, Jeep, Chrysler Group. "This is more than just a product placement. We have created a 360-degree integrated marketing campaign around the movie and the debut of the Wrangler Rubicon Tomb Raider model."
Based on the Jeep Wrangler Rubicon designed and created specifically for the movie, the Wrangler Rubicon Tomb Raider model highlights the unbeatable capability of the Wrangler Rubicon in extreme conditions. Unique exterior features on the Wrangler Rubicon Tomb Raider model are 16-inch Alcoa forged aluminum wheels, Tomb Raider badging and a number of Mopar accessories including a light bar, riveted fender flares, tubular grille guard, diamond plate bumper guard, rock rails, fog lamp and taillamp guards, black tubular grille guard, fog lamps with brush guards, riveted fender flares in graphite, aluminum diamond plate bumper guard in black, black rock rails and taillamp guards.
Inside the Wrangler Rubicon Tomb Raider are unique Dark Slate fabric seats with red accent stitching down the center, silver surround instrument panel bezel, red seat belts and a Tomb Raider badge with serial number. As with the custom vehicle in the film, all Wrangler Rubicon Tomb Raider models are offered in Bright Silver.
Intended to be a collector's vehicle, a limited edition of just over 1,000 vehicles will be available beginning in July at dealerships across the U.S. The base price of the Wrangler Rubicon Tomb Raider is $28,815, including destination.
The Chrysler Group's Jeep Design Studio team, in collaboration with Kirk Petruccelli and Graham Kelly from the Paramount Tomb Raider production team, designed and built the customized Jeep Wrangler Rubicon featured in the film. The Jeep Design Studio applied that same design theme from the custom Wrangler Rubicon for the movie vehicle to this production model.
Under the skin, the Tomb Raider model is based on the most capable vehicle ever built in America- Jeep Wrangler Rubicon. As all Wrangler Rubicon models, the Tomb Raider model features Tru-Lok driver actuated front and rear locking differentials, front and rear Dana model 44 axles, four-wheel disc brakes, Rock-Trac 4:1 low range transfer case and maximum traction reinforced 31-inch tall tires with a trail grabbing tread pattern.