USA - In October 2004, Jeep found a spectacular way to drive home the point that the 2005 Grand Cherokee literally could "go anywhere": they sent the vehicle up the outside of the 27-storey high-rise at 2 Penn Center in midtown Manhattan. On the ground, a half-million unflappable New Yorkers stopped to stare, while TV and webcams sent images to millions of viewers worldwide. The amazement was real, but the feat was an elaborate theatrical illusion, made possible by the meticulous planning, engineering and fabrication that PRG puts into every production.

In just three weeks, PRG designed, installed and tested the mechanism that would make the vehicle appear to climb the 414-foot structure under its own power. To reduce weight, they removed the engine and transmission from the Grand Cherokee, installed a motor that made the wheels turn, and fixed the assembly to a sled that could be hauled up the side. A heavy-duty crane and winch mechanism installed on a top floor did the heavy lifting - and was virtually invisible to onlookers. Window washers' tracks previously attached to the building guided the climb and kept the Jeep close to the facade.

To drive the Jeep, PRG called on an old friend - a lifelike dummy nicknamed Virgil, last seen piloting the famous helicopter in Broadway's Miss Saigon. The client was so impressed with the climb that they did it twice - once for the media event and once just for fun.

Clear!Blue of Birmingham, Michigan created the project concept, spearheaded the planning and organization.

(Lee Baldock)


Latest Issue. . .

Save
Cookies user preferences
We use cookies to ensure you to get the best experience on our website. If you decline the use of cookies, this website may not function as expected.
Accept all
Decline all
Analytics
Tools used to analyze the data to measure the effectiveness of a website and to understand how it works.
Google Analytics
Accept
Decline
Advertisement
If you accept, the ads on the page will be adapted to your preferences.
Google Ad
Accept
Decline