Capitalizing on Jeep’s sense of freedom, exploration, and adventure
Jeep launched a sixty second commercial this week across national broadcast and cable networks for the new mid-size2014 Jeep Cherokee SUV, which starts at $22,995 for the Sport model and features a segment-first nine-speed automatic transmission. The "Built Free" campaign, which includes in-theater, print, digital, social and experiential aspects, latches onto Jeep’s sense of free exploration, adventure, and liberating journey.
The premise of the commercial is that the Jeep Cherokee’s capabilities can take us to that liberating place of unrestrained freedom felt when we were kids with no responsibilities. The commercial narrates that “There was something to be found in everything.” When we were little, we were free to roam, free to bravely explore without fear of consequences, free to figure out who we were and free to be ourselves. “And little by little it changed.” That time, then taken for granted, indeed slipped away with the onslaught of “real life” responsibilities and burdens. “People told you things. Where to go. What to do. What not to do. Little by little, the world started to feel smaller.” If you’re starting at a computer right now, dictated by policies you don’t agree with and swamped in paperwork delegated to you by a supervisor you despise, dreaming simply of the warmth of natural sunlight on your face, then you’re probably feeling pretty sad right about now. You can probably admit that sometimes being an adult really sucks.
“Only…it isn’t. You’re still here. And you’re still you. The horizons haven’t gone anywhere.” In steps the Jeep Cherokee to rescue us from monotony and transport us into an exciting world. Adulthood doesn’t have to be depressing. Opportunities for excitement, adventure, and exploration still exist. For moments we can still forget about the cares of the world and have some fun. From the trailhead, the lookout, the river, the canyon, the beach, the campground, the valley, the vineyard, the rock garden, the sand, the mountain, the snow, to the trail - wherever it is that makes you come alive - the Jeep Cherokee can navigate you safely, comfortably, confidently, and efficiently.
Go ahead, have some fun. Slide around some dirt corners. Go get dirty, or go get pampered. Either way, it’s time to start living again.
Check out these cool links:
Tomorrow Is Now
Tales of the Trailhawk