Jeep Sued Over "Choose Your Own Adventure" Ad Campaign

As if we didn't see this coming... A Vermont publishing company has filed a lawsuit of Chrysler Jeeps new "Choose Your Own Adventure" ad campaign. Here are the details:

A children's book publisher filed suit against DaimlerChrysler AG, saying its new ad campaign for the Jeep Patriot infringes on the trademark of "Choose Your Own Adventure," a popular series of books.

The Jeep ads use the tagline: "Choose Your Adventure." A spokesman for Chrysler said he was shocked the suit was filed, and that the parties had been negotiating in hopes of reaching a settlement.

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"What we feel is that Jeep is trying to piggyback on the really positive associations of adventure and opportunity and choice that the former fans -- the original fan base -- had associated with 'Choose Your Own Adventure,'" said Shannon Gilligan, president of Waitsfield-based Chooseco. "They're trying to imbue the Jeep Patriot with that."

Jason Vines, a spokesman for Auburn Hills, Mich.-based Chrysler Group, maker of the Jeep, Dodge and Chrysler brands, said the company -- which was served with a cease-and-desist request March 16 -- had offered to link the publisher's Web site to the Jeep site.

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