Now that the 2014 Jeep Cherokee is (finally) shipping to dealers across the country, it’s time for Jeep, in turn, to lure potential buyers into those showrooms. That’s the mission of the new “Built Free” ad campaign, which rolls out across broadcast and cable television networks this week before expanding into print, digital, and other media.
The full 60-second ad, set to Bob Dylan’s cover of Blind Willie Johnson’s (oddly pessimistic) “Motherless Children,” implores viewers to rediscover the curiosity and adventurous spirit they might have experienced as children – and use the 2014 Jeep Cherokee to do so.
“You went where your eyes and ears took you,” the narrator reads while de-saturated, faux-vintage footage of kids scrambling outdoors is spliced with obligatory footage of a 2014 Jeep Cherokee Trailhawk splashing around off-road. “Little by little, it changed. People told you things. Where to go; what to do; what not to do. The world started to feel smaller, only it isn’t. You’re still here; you’re still you. The horizons haven’t gone anywhere.”
“The return of the 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,” says Olivier Francois, Chrysler’s chief marketing officer, in a prepared statement.
The full sixty-second spot, embedded here, begins airing on ABC, NBC, CBS, FOX, ESPN, TNT, and other networks this evening. A cut-down 30-second spot will air on other cable networks beginning November 11. In addition to the broadcast spots, Chrysler will wrap its headquarters building in Auburn Hills, Michigan, to celebrate both the 2014 Jeep Cherokee and the new campaign. Jeep’s also encouraging fans to share their own adventure photos on a bespoke 2014 Jeep Cherokee Tumblr page – and no, the Whole Foods parking lot doesn’t count.