Off-road driving takes drivers to the far reaches of the world. With the ability to explore all kinds of land and terrain, off-roading is a favorite pastime of those who enjoy indulging their sense of freedom. That is exactly the emotion that Jeep tapped into with its latest campaign, which targets those who want to be free when behind the wheel.
A new ad campaign
Titled "Built Free," the new ad campaign from Jeep focuses on welcoming the Cherokee back into its lineup. The commercials are meant to explore a driver's sense of adventure, showing all of the places in the world that an off-road vehicle like the Jeep can take you.
"The Jeep brand has a rich history steeped in the unrelenting pursuit of freedom," said Olivier Francois, the chief marketing officer of Chrysler Group LLC. "The return of Jeep Cherokee and the 'Built Free' campaign serves as a reminder that we can fulfill our daily responsibilities and still follow our innate desire to explore new and different experiences."
Bob Dylan music acts as the soundtrack, with the iconic artist singing "Motherless Children," which was written in 1962, Edmunds.com reported. While this represents a slightly darker tone for an automobile commercial than what some may be used to, it's a refreshing spin on a special pastime.
This ad campaign kicked off Oct. 28 and should continue airing for several months after Nov. 11. You should see the campaign on television as well as in print, digital and social formats.
Highlighting the all-new Cherokee
Of course, the whole purpose of this new ad campaign is to showcase the new Jeep Cherokee as it replaces the Liberty. It is returning for the 2014 model year and features a wide range of amenities and features that could prove to be great for off-roaders. As more information comes out about the Cherokee and motorists start taking it to the trails, fans of off-roading may pay attention to this model.
"The return of the Cherokee nameplate to the Jeep brand brings with it the opportunity for consumers to experience an exciting vehicle that move the midsize SUV segment forward," said Jeep CEO Mike Manley. "Whatever path consumers choose to follow, they can be assured that the all-new Jeep Cherokee will provide them with the craftsmanship, technology, safety, ride, and handling and efficiency that modern living requires."