Matchbook with Jeep/Boat on eBay

It's unclear why this has an image of a jeep puling a boat on it with the phrase Concessionnaire "Jeep" at the bottom. Given the American Motors, I would assume the is post 1970. Douville, St-Hyacinthe is in Quebec, Canada.

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matchbook-cj5-boat-st-hyacinthe

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matchbook-cj5-boat-st-hyacinthe

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