Jeep’s New Commercial for Grand Cherokee: Unveiling the Story Behind Dents and Scratches
Jeep believes that the dents and scratches on a vehicle have a tale to tell. In their latest commercial for the Grand Cherokee, the brand showcases how these imperfections can evoke cherished memories and emotional connections.
This compelling ad campaign accompanies a global initiative for the Wrangler, as Jeep aims to reverse a troubling trend of declining U.S. sales for the fifth consecutive year. With a staggering 12 percent drop during the first half of 2023, Jeep witnessed the largest decline among the top 33 brands, while the industry as a whole experienced a 13 percent gain.
The heartwarming Grand Cherokee spot, aptly named “Dents,” portrays an older model of the midsize SUV as a witness to various milestones in a family’s journey. From a marriage proposal and the addition of a furry friend to adventures in the woods, each stage leaves a mark on the Grand Cherokee. Gradually transforming into the 4xe plug-in hybrid version, the father reminisces about these memories before passing the legacy down to his daughter. Highdive, the renowned Chicago agency, collaborated with Jeep to bring this heartwarming story to life.
Olivier Francois, the marketing chief of Stellantis, Jeep’s parent company, emphasized that the ad’s primary objective is to foster customer loyalty, rather than solely targeting new buyers.
According to Francois, the timing was ideal for a Grand Cherokee campaign, with an increase in dealership inventory. He highlighted the millions of Grand Cherokee sales since its inception in 1992 and the deep emotional connection the nameplate has established over the years.
“This campaign is a testament to our commitment to loyalty. It appeals to a new generation, building cross-generational bonds with our beloved vehicle, fostering an emotional and nostalgic connection,” explained Francois during a press conference.
In addition to the television spot, there is a captivating 60-second version available on Jeep’s YouTube channel.
In the United States, sales of the Grand Cherokee, Jeep’s best-selling model, experienced a modest decline of 7 percent, amounting to 124,956 sales in the first half of this year.
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