A Jeep loves and can handle any terrain you throw at it.
Jeep would use foursquare so that people who have a Jeep can upload images and tag their Jeep in all the places that it takes them. Up mountains, through snow, through the city, across fields...
Printed adverts would be used simply showing a Jeep driving through challenging terrain, with the strap line "Jeep loves [terrain]". The simplicity of it will make people remember each poster when they see the next one, and will build up over time a catalogue of adverts in the person's mind showing that Jeeps can handle anything.
© Tom Horton & Paul Hopkinson 2012