Chrysler Group has launched a wide-ranging marketing campaign for the 2014 Jeep Cherokee with the showing of a 60-second commercial that focuses on recapturing the lost fun of childhood. The commercial, dubbed as "Built Free," employs images of children playing outdoors over the song “Motherless Children,” sung by Bob Dylan.
A narrator talks about the childhood adventure of discovery and exploring. He then talks how that adventure is replaced by the toils of responsibility and growing up. When the first images of the Cherokee are seen, the narration changes: “Little by little, the world started to feel smaller. Only ... it isn’t. You’re still here. And you’re still you.
The horizons haven’t gone anywhere.” Then the commercial shows images of the Cherokee and adults active in scenic outdoor locations. According to Kim Adams House, head of Jeep advertising, the commercial spot is designed to appeal to buyers in their 30s and 40s. She added that Chrysler will later show commercials touting the Jeep Cherokee's attributes and capabilities.
Adams House said the Cherokee is their "first resurgence into the mid-size SUV segment,” added that it is a vehicle that "crosses a lot of demographics.” She said that the marketing campaign would run through the end of the year and into 2014. Chrysler will show a second 60-second commercial in theaters showing "The Secret Life of Walter Mitty" which stars Ben Stiller as Walter Mitty, a mild-mannered man who managed to escape into an over-the-top fantasy life.