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

Article by Christian A., 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.

Not only does the new 2014 Jeep Cherokee have a powerful stance but it offers an impressive presence on the road with a wheel-to-body proportion that is truly aggressive. It is this aggressive feel, combined with the departure angles, that allow this model to deliver best-in-class capability. On the front section, an important element is the waterfall hood which has the well-known seven-slotted and peaked grille.

There is even that horizontal, crisp snap, a feature that has long been part of a number of classic Jeep models. However with the hood more clearly defined and the fact that it is separated from the fenders in the front, these comprise a modern twist of the brand’s heritage. Overall the grille and one-piece hood assembly guarantee that the build is indeed precise.

Jeep revealed that its newest mid-size SUV will also be displaying a new design for its exterior, one that is geared towards the future while making sure that it has a worldwide appeal. In creating this model, the design team at Jeep was inspired mainly to come up with a vehicle that would push the brand forward to the future. It was important that the shape would be efficient but not at the expense of the design language and even the tradition.

By utilizing sleek and fluid lines on the exterior, the wind-splitting and efficient upper body is highlighted. Its protective lower body meanwhile is rugged and displays that famous capability, a quality Jeep is known for. Indeed, the 2014 Cherokee not only has a capable and efficient appearance but it is a vehicle that is capable and efficient no matter the weather condition, be it on the road or off-road.

Jeep said that customers are likely to notice that the new Cherokee makes use of the advanced LED lighting technology everywhere. The forward lighting has the distinct daytime running lamp shape, which plays a rather important role on the proportions of the front section. This gives it that slim headlamp impression. The rear backlight graphic meanwhile utilizes the full and more modern LED tail lamps.

This results in the model having a harmonious but stronger look. Aside from giving the vehicle a unique presence, the graphic is what connects the lower region of the rear with its upper area.

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