‘Built Free’ ad marks launch of campaign for 2014 Jeep Cherokee

Article by Christian Andrei, on October 28, 2013

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.

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

More positive news has been pouring in before the year ends. For those who have been waiting to hear the latest word on Toyota 86, we have some great news....
by - December 10, 2016
Hyundai is making the green vehicle race more competitive by offering three powertrain types -- pure electric (EV), hybrid (EV plus combustion engine) and plug-in hybrid (PHEV) – in one...
by - December 9, 2016
Although specs for the new Renault Megane had already surfaced several weeks ago, we didn’t know that the company has cooked up something new. Aside from the 200hp gasoline, Renault‘s...
by - December 9, 2016
For the first time in fifty-eight years, Infiniti registers its first US-Spec Q60 Coupe in Cuba. American products have not been allowed entry into Cuba for six decades. But it...
by - December 9, 2016
Chevrolet has already given out the pricing for some of its 2018 Equinox models. Not only will the new Equinox be available in both the US and Canada, it is...
by - December 9, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries