Ah, the boundless joys of childhood. Freedom and possibilities that stretched as far as the neighborhood streets, as fast as your bicycle would ride them, and as a wide as your orange-peel smile in the school cafeteria. Jeep’s new Built Free ad campaign aims to unearth those youthful feelings from under the mundane grind of adulthood with the slogan, "You’re still here. And you’re still you. The horizons haven’t gone anywhere."
The commercial for the all-new 2014 Jeep Cherokee ditches the numbers-filled, technical approach to selling in favor of a strictly lifestyle angle, with Chrysler saying the technical stuff will come later.
"The return of Jeep Cherokee and the Built Free campaign serves as a reminder that we can fulfill our daily responsibilities and still follow our innate desire to explore new and different experiences," says Olivier Francois, Chrysler’s Chief Marketing Officer. "The Jeep brand has a rich history steeped in the unrelenting pursuit of freedom."
The ad started airing Oct. 28th on all the major television networks and is the first in a long line of advertisements for the new crossover. Print, online, and even movie theater spots will follow, including Ben Stiller’s latest, The Secret Life of Walter Mitty.
Jeep began marketing the Cherokee this summer with a unique digital campaign “Tales from the Trailhawk,” an online video series showcasing the crossover’s 4x4 capabilities. The video series follows the Cherokee through the many off-road obstacles it faced while earning its “Trail Rated” badge, including traction, articulation, maneuverability, ground clearance, and water fording.
The Cherokee may be trail-rated, but now can finally be considered dealer-rated, as it officially makes it way into dealer showrooms. The Cherokee’s launch was delayed by two months due to last-minute updates to the engine management software. The Cherokee has a base starting price of $22,995, excluding tax, title, and destination.
Click past the jump for more about the all-new 2014 Jeep Cherokee