Filed under: Marketing/Advertising, Videos, Crossover, Jeep



Now that the 2014 Cherokee is finally on its way to dealerships, Jeep is starting its marketing blitz for its new crossover, beginning with this 60-second TV spot, called Built Free, that premieres today. Set to a Bob Dylan recording, the ad spot discusses something we can all relate to - the feeling of being too busy and too cooped up with everyday tasks to really get out there and explore the world. But as Jeep says in the commercial, "You're still here. And you're still you. The horizons haven't gone anywhere."

Autoblog spoke to Kim Adams-House, head of marketing for the Jeep brand, who explained that this Built Free spot is "an anthemic piece" that "sparks the conversation" for the new Cherokee. As you'll notice, none of the new Jeep's features - its off-road systems, nine-speed automatic transmission, etc. - are mentioned in the ad, but Adams-House says that future marketing "will speak to more" of the CUV's highlights. Following this 60-second spot, 30-second commercials will launch that talk about some of the specific product features.

When asked if the Built Free campaign will include any throwbacks to the original Cherokee, Adams-House told Autoblog that while "we love that vehicle," the new spots are intended to carve out "a unique space for Cherokee in our product portfolio and marketplace." On that same note, don't expect any other Jeep vehicles to get the Built Free treatment. Adams-House said that while this ad "does resonate overall with the brand," it is solely intended to promote the new Cherokee.

Built Free will not just be limited to television, though - it will be a 360-degree campaign with specific marketing designed for print and digital use, as well as an exclusive 60-second cinema spot that launches on November 29 in conjunction with the upcoming Ben Stiller movie, The Secret Life of Walter Mitty.

Scroll down to watch the first 60-second commercial for the new Cherokee, and to read Jeep's official press blast.Continue reading 2014 Jeep Cherokee marketing launches with 'Built Free' commercial

2014 Jeep Cherokee marketing launches with 'Built Free' commercial originally appeared on Autoblog on Mon, 28 Oct 2013 09:00:00 EST. Please see our terms for use of feeds.



Permalink | Email this | Comments



More...