Looking at yourself in the mirror while blow drying your hair has a similar effect.

For its second annual “4x4 Day” event on April 4, Jeep launched a Snapchat Lens that let anyone see how being behind the wheel of an open Wrangler could ruin their hairdo. The firm’s message was “Jeep Hair, Don’t Care.” You can also check out the windblown look in the video above.

The Snapchat Lens was only widely available on April 4, but you might not have missed out. Jeep will be publishing a QR code on its various social media platforms multiple times through October that will let people experience the effect again. 

According to Adweek, Jeep used geofilters on Snapchat on 4x4 Day last year that applied graphics of mud tracks onto photos.

Early April is always a big time for the off-road-oriented because the month coincides with the Easter Jeep Safari outing, which celebrates its 51st running on April 8. At the same time, the automaker generally unveils several special concepts that celebrate the brand’s heritage and sometimes point towards its future. This year the one-offs included modernizing a 1993 Grand Cherokee and building a sand-dune-climbing Wrangler.

The next major part of Jeep’s April celebration will come at the New York Auto Show where the automaker will debut a version of the Jeep Grand Cherokee with the 6.2-liter supercharged Hellcat V8. Trademark filings suggest the company might call this high-performance model the Trackhawk, which fits well with the existing Trailhawk trims in the brand’s lineup. 

Spy shots already show the Hellcat-powered Grand Cherokee with very little camouflage. It features a completely different front end that includes an extra intake in the front end. 

There’s still a lingering question about the supercharged engine’s output, though. It’s possible that the extra strain on the all-wheel-drive components could force Jeep’s engineers to cut back from the 707 horsepower (527 kilowatts) available from the mill in the Challenger and Charger. Any tweaks should still keep the supercharged powertrain’s performance numbers higher than the 475 hp (354 kW) and 470 pound-feet (637 Newton-meters) of torque available from the existing 6.4-liter V8 in the Grand Cherokee SRT.

Source: Jeep, AdWeek

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Second Annual 'Jeep® 4x4 Day' Kicks Off With Custom Interactive Snapchat Lens, Available for 24 Hours on Tuesday, April 4 (4/4)

Jeep® brand’s custom “Jeep Hair, Don’t Care” Snapchat lens lets fans see themselves behind the wheel of an open-air Jeep Wrangler

The custom lens is available for 24 hours starting Tuesday, April 4 (4/4) – the Jeep brand’s nationally recognized “Jeep 4x4 Day”

Fans can also get in on the fun by posting images on their social channels, including Facebook, Twitter and Instagram, celebrating the nationally recognized holiday with the #Jeep4x4Day hashtag

Fans, followers and owners can also visit the Jeep official social channels, including Facebook, Twitter and YouTube, to view the “Today Was Made For Adventure” montage video

April 4, 2017 , Auburn Hills, Mich. - The Jeep® brand declared April 4 (4/4) as “Jeep 4x4 Day” last year, and this year fans can once again celebrate the officially recognized holiday through a custom interactive “Jeep Hair, Don’t Care” Snapchat lens, available on the social media platform for 24 hours on Tuesday, April 4 (4/4), in addition to posting photos and following along on the brand’s social channels, including Facebook, Twitter and Instagram through its #Jeep4x4Day hashtag.

“The Jeep brand’s passionate and diverse community of fans, followers and enthusiasts are one of the most socially driven in the automotive industry,” said Olivier Francois, Chief Marketing Officer, FCA Global. “Given the incredible success of last year’s Jeep filter, we saw the perfect opportunity to once again partner with Snapchat on ‘Jeep 4x4 Day’ to create a user experience that will make a significant impact with our millennial audience and across our global fan base.”

The Jeep brand’s custom Snapchat “Jeep Hair, Don’t Care” lens lets fans see themselves behind the wheel of an open-air Jeep Wrangler. When they raise their eyebrows, the hair in the lens blows wildly, giving them that “Jeep Hair, Don’t Care” feeling that only Jeep Wrangler drivers understand. The lens will be available to all Snapchat users for 24 hours starting Tuesday, April 4 (4/4). The following day, April 5, the Jeep brand’s “Jeep Hair, Don’t Care” lens will remain active on Snapchat through October, exclusively accessible to consumers by scanning unique Snap code (QR codes) provided to fans at Jeep brand events throughout the year, in addition to appearing intermittently on the Jeep brand’s official social channels, including Facebook, Twitter, Instagram and Jeep brand official blog.

Prior to celebrating Jeep 4x4 Day, the Jeep social team aggregated fan content across its various social platforms to create a celebratory montage "Today Was Made For Adventure” video (1:22) that will launch on the brand’s YouTube channel and air across its social platforms. The handpicked content best embodies the enthusiasm and appreciation for all things Jeep, including traditions within its global community, such as off-roading, Jeep Hair, Don’t Care, the Jeep Wave, mudding, and days spent on the beach.

The Snapchat lens and celebratory video were created in partnership with Society Agency, the social AOR for FCA US LLC.

About Jeep Brand
Built on more than 75 years of legendary heritage, Jeep is the authentic SUV with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.

The Jeep vehicle lineup consists of the Cherokee, Compass, Grand Cherokee, Renegade and Wrangler. To meet consumer demand around the world, all Jeep models sold outside North America are available in both left and right-hand drive configurations and with gasoline and diesel powertrain options.