Jeep is introducing the 2011 Grand Cherokee and it seems it is quite a vehicle:
“The newest generation of Jeep’s iconic luxury SUV can still rock-crawl with the best of them, but it looks a whole lot nicer doing it, both inside and out.” AutoWeek 7/5/10
The new advertising is impressive and seeks to re-invigorate some distinctly American values:
Let’s face it, as Americans we are feeling a little down. The worst recession in generations is a big part of the problem. Nagging unemployment, a recovery that is sputtering and concern over the looming deficit are not helping.
So I think Jeep’s strategy of appealing to values we all hold dear makes some sense. What American isn’t proud of our heritage as a “nation of builders, craftsmen, men and women for whom straight stitches and clean welds are a matter of pride.” We built the railroads, invented the airplane, built the Empire State Building, and created the original Jeep.
The idea that “the things that make us American are the things we make” strikes an emotional cord. A cord that makes us feel proud, and right now a little pride would help. The Jeep Grand Cherokee is something we can all be proud of because it was “imagined, drawn, carved, stamped, hewn and forged here in America.”
Powerful stuff, beautifully executed, leaves the viewer saying “yeah, bring it on.”
Only two things bother me about this commercial. (more…)