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Chrysler Group didn’t shy away from the political overtones with its first ad for its first new product since bankruptcy. In fact, this spot, titled “Manifesto” is more political porn than anything else. Instead of selling America on the simple fantasy of outdoor escape, Jeep is selling the biggest fantasy of all: a real revival in American manufacturing. “Fear not, brave citizens,” it seems to be saying, “globalization isn’t actually wreaking havoc on your manufacturing base. The statistics are lies. Now buy this SUV.”
Otherwise, it’s quite a well-made ad.
Visually attractive interior. A sit inside it will tell the whole story.
Good ad.
IMO, you won’t be disappointed :)
This is the first executed program vehicle that had engineering parts and content choices made without the Germans in control. There are some common engineering concepts shared with Germany, but the interior and the bits you interact with are based on the influences and ideology of thought supported by the Cerberus management team.
In today’s world many people probably went through 3 or more cell phones in the last 18 months. It’s easy to forget that some things take much longer to come to market. Fortunately, this one is done well and is vastly improved from the vehicle in showrooms today!
“Political porn”…? C’mon TTAC, can you once acknowledge something from Chrysler (whether an ad, vehicle, PR announcement, etc.) without including some kind of slam, sarcasm, or twist? Maybe…just once?
This is probably one of their best ads ever. And from the fact based technical articles I have read, this aims to be one of their best products in years, if not ever.
Just sayin’…
And here I though Jeeps were used to stop (communist) manifestos, not start (government funded) ones.
Left deviationist wreckers to the Wall!
My dad’s 2002 Grand Cherokee has close to 150K miles on it and still runs like new.
In fact, all the Chrysler products my parents had- an ’85 LeBaron convertible (I think that was the year- I’m not sure on that), a ’91 Grand Caravan, a ’99 Intrepid that I learned to drive in, and the Grand Cherokee- all ran well and long.
I hope for the best here.
Our family has had 3 new Chrysler products – 2 trucks and an Eagle Vision Tsi (my first new car) and all were pretty much flawless. I had one recall on the Eagle.
My boss, however, purchased a late 70’s Chrysler sedan new which was so horrendous that to this day he can’t own one.
Already taken down…. New Link
http://www.youtube.com/watch?v=1uIBL_ei5VM
Thats a damn good ad. Whats more American than a Jeep, might as well be Patriotic with the launch of a new one.
I really like the ad and the imagery, but I have to admit I’m not too wild about the slogan at the end.
Firstly, this vehicle is gorgeous inside and out and has an incredible set of specs with it (offroad capabilties, incredible new V6 along with legendary V8 power if required).
The way it was shown at the end showed all the best angles and I still am just in awe about how nice this thing is. I can’t wait to sit in one.
The ad conjures emotions of pride and faith. I think it was very well done!
That’s a good ad. Colt Revolvers and Jeep 4×4’s. I like that.
Nice truck too.
Fantastic ad. Captures my fantasy of what I (would like to) believe is part of the American ethos. After being force fed to heaps of negative or glorification spin/propaganda in political media that leaves me skeptical at best this piece really gives value to Americas past and credible optimism for its future .. and all it took was a minute! Hope the product is as good as the ad … well I hope the product is at least OK – a minor victory in and of itself.
Good lookin’ ad. Good lookin’ truck.
Solo Cup’s North Andover plant will close in September 2011, cutting 360 jobs, the company announced on Tuesday, June 8.
The Holt Road facility is one of three that will be closed nationwide — the other two are in Owings Mills, Md. and Springfield, Mo. In all, the company will cut 1,240 jobs nationwide by mid-2012.
Local Solo cup plant allowed local regular folks an opportunity to achieve a better-than-basic scrape-by life-style.
Few openings ever in the FEW other firms offering better-than-average typically low wages for this area.
Created are mainly service-sector jobs with few to no benefits or workers hired as “contractors” with NO benefits and forced to pay the full percentage into Social Security, etc.
It is a “new era” and I wonder how long until the social unrest results in the ongoing class war flaring into a possible uncivil war?
Try reading about the history of the USA-style corporation and its growing power, wealth and distancing from the control once held over its existence and operations as the USA courts have increasingly allotted the corporate system ever-increasing power over so many aspects of the USA and our society.
The slaves may revolt some day, folks.
Rebadged Fiats are an American nightmare for us all.
*sigh*…this hardly a rebadged Fiat…you do understand that it takes years to develop a vehicle, right? They’ve been working on this since long before Fiat came into the picture.
Jeep, you’ve made me want a Jeep.
I like the ad and I really like the vehicle. The interior is sharp, the exterior is nicely done. I hope they sell every single one they make…with a quickness.
According to my storied experience in car advertising, ads with patriotic themes test well in surveys and especially focus groups (who dares to say he or she is not a patriot?) but in the market place, they usually prove as utterly useless.
People buy a car, not a country.
In the case of Chrysler and especially GM, a better tag line would be:
“You already bought the company. Now buy the car.”
I live in the country directly above the US. As a Canadian, I have always believed that America’s strong suit was its confidence and belief in itself. This attitude has taken a beating lately and I applaud any commercial that re-visits this philosophy. My Canadian heritage probably disqualifies me as a “patriot” in the purest sense of the word, so I would probably be more of a neighbor with the best interests of the neighborhood in mind. Whatever the case, I believe that Chrysler is on the right path with this commercial.
Jerry, if you love Canada, if you would fight for her if she was invaded, then you’re a patriot. We Americans don’t have the market cornered on patriotism.
Cool ad. I’m really pulling for Chrysler. I think they could have the most dramatic change in products. Imagine Rams, better Grand Caravans, Jeeps, Fiats, and Alfas!
And they looped a Johny Cash tune in the background too! Awesome… :)
“… Jeep is selling the biggest fantasy of all: a real revival in American manufacturing.”
The sad part is, what replaces the manufaturing sector?
When I saw that ad, it reminded me of my grandfather who at 14 years of age was one of the first crews to go out and paint the Brooklyn Bridge in New York and several years later was at The Mighty Rouge painting rims for Mr. Ford’s Model T.
Very well put together but I’m afraid Bertel is correct in his assessment of patriotic ads.
I know the rebadged fiats are a few years down the road, but never the less it is going to be a disaster. You can feel the despair and defeat miles from Detroit. It is a horrible feeling watching the American industry fall from its perch.
I feel sorry for the many Chrysler dealers. They must feel like they are on a last place ball club. How does one get up in the morning and work for a lousy corporation like Chrysler. Where is the incentive?
Yea, the Jeep is Italian now…. but not forever.
Every company that has acquired Jeep eventually face-planted and went bankrupt.
What will make Fiat any different?
Does Chrysler have some sort of business relationship with Allen-Bradley or was that shot just a coinkydink?
Why is it that every commercial that mentions the greatness of America reverting to the past? Now we have an Italian company talking about American greatness. So a future American auto renaissance is based on Chrysler producing rebadged Fiats engineered in Italy. I can’t see anyone at Chrysler taking pride in that.
Has Detroit now fallen even behind the Italian industry? I never thought I would see the American auto industry in such a humiliated state.
You do know that FIAT only owns 20% of Chrysler, right? (it can later increase to as much as 50% IF certain goals are met) And that the Jeep was in development long before FIAT came on board? And that FIAT’s plan is for them to provide small cars and vans, Chrysler to provide large cars, SUV’s, and trucks, and for both of them to work together on mid size cars? And that any cars to be sold in North America, whoever provides them will be built in North America?
Mr. Allpar, I think Chrysler’s site still holds their 5-year business plan.
I downloaded it :).
Also, in allpar.com there’s information about this.
“Jeep is selling the biggest fantasy of all: a real revival in American manufacturing”
It might be a fantasy, but that thing is being built in good ol’ Motown.
See allpar pics for some automotive manufacturing pr0n.
I’d love to work at Chrysler at this “revival” moment, even knowing the risk the may go bust (which I doubt).
I really like my 04 Grand Cherokee. The interior is cheaply done, but it has held together well, in spite of two kids and their stuff.
It’s had a couple of leaky axle seals, busted window regulators, and a couple of sensors replaced, but it still runs strong at 105k. It routinely gets 17-18 MPG on the highway, and it doesn’t burn a drop of oil between oil changes at 5000 mile intervals.
If this new GC is even better, I’ll be looking for a slightly used one in a couple of years.
-ted
Well done ad! This is a one of those over-arching teaser ads to introduce the GC out there. I’m sure there will be other shorter ads that extol the virtue of the car!
I also have a 2004 Grand Cherokee that I bought used. It is the basic Laredo with the manual 4wd and I-6. I put about 1700 miles a month on it (it has 80000 miles on it now), and I get 20-21mpg in mostly highway driving. I replaced the brakes and shocks when I bought it and other than that I’ve only had to replace an ABS sensor. Like you, the fairly basic interior takes a beating (my kids are grown, but I have dogs) but it has held up well.
I’ve always thought that it was the last good looking Grand Cherokee. Seeing that ad though, I will check the new model out. I don’t think I will be buying right away as I still have at least another 80000 miles to go in this one.
Ha! That ad is really, really good. I am not even an American, but that ad made me want to buy a Grand Cherokee.
Admittedly, I am a Jeep owner so I am kind of rooting for them anyway, but still, what a great ad! Brilliant how they made it so pro-America, but without being overtly right wing (well, except for the gun reference I guess – trust me, the ad must be good if someone like myself is ready to give the gun reference a pass…). Too many of the “pro-America” pickup truck ads, for example, are way too Toby Keith. Just rednecky and good ol’ boy stupid. This is a smart ad. Wonderful.
I don’t think this ad is political at all. Nationalistic, yes, but in the most positive way, but not politically devisive. That is quite a trick.
Toby Keith is a red neck (and proud of it) and a “good ol’ boy”, but if you’ve ever listened to any of his music you would know he is far from stupid.
I think this commercial ranks up with Chevrolet’s “Like a Rock” series. Its a great commercial, and a savvy move, though as posted it probably won’t prove to sell a lot of Jeeps. It may do the other thing that Chrysler needs to work on, and that is rebuild its image as an American auto manufacturer, to re-establish its brand(s) and draw some distance between it and the words ‘bailout’ and ‘bankruptcy.’
I think many of the cars that Fiat produces will appeal to Americans, the 500 (and the rumoured electric version) will be a show of good faith as far as CAFE standards go. I’m just wondering how they’re going to meld a built in Mexico Fiat in the Dodge/Chrysler/RAM/Jeep showroom while playing Toby Keith theme music in thee background. Hope they can pull that one off.
The new Cherokee looks good without going too far from the script, the interior is impressive. For sure it will keep current Cherokee owners in the camp. If Chrysler is listening they’ll move that sort of quality and luxury to the 300 and the Charger. The biggest ‘if’ is creating some appealing and competetive replacements for the banal Avenger and Sebring using Fiat platforms. I think they’re looking more and more like they’re on the right track.
If they would replace the Empire State Building with the Chrysler Building, I would like it even more. I must say I like the tag line, It works for Jeep on a couple levels.
Agreed. As a native NY’er I’ve always found the Chrysler building to be the better looking building compared to the Empire State.
Great ad for a great new product. That interior is absolutely gorgeous, and in a color other than Beige or Grey! Me thinks Chrysler will have a big hit with the new Grand Cherokee.
I’m with you on that, all auto manufacturers could do us a favor by giving us more choices than black, beige and shades of grey.
This is a great ad. I think that Bertel may be right as a rule about the ineffectiveness of patriotic ads, but this one is different. First, it shows us a knockout product that is beautiful inside and out, and tells us that Jeep/Chrysler is back in the game.
This vehicle is going to tell the tale on Chrysler’s revival. This Jeep ought to do very well, as it will have the “real” SUV market virtually to itself after the pending sissifying of the Explorer. If the economy continues to build steam, this Jeep ought to do very well.
Is not the Toyota 4Runner still a “real” SUV? I bought in to the “It’s a Jeep thing” in 99 when I leased the new,redesigned 99 JGC Laredo. It was a complete piece of crap from day one. I had a stack of warranty repair sheets an inch thick. I’ve been driving 4Runners since 02′ and have had not one problem with any of them.
Mr. Sullivan, thank you for your comment. The US is fortunate to have such a good neighbor north of (most of) us.
This is a feel-good ad. The images of WW2 GIs in Jeeps is spot-on. But it devotes too little time to answering the big question: why buy a Grand Cherokee instead of some other vehicle? It should give more attention to the GC’s strong points. And more to its good looks, for that matter.
I had to watch the commercial twice to catch the reference to Colt revolvers. That image of horses puzzled me: “We manufacture horses?” But yes, Colt was a triumph of American manufacturing. But then, so were the Winchester rifle, Singer sewing machine and Zippo lighter. Love ’em all.
That’s the third spot on ad from Chrysler’s I’ve seen (the two Challenger ads being the first two). Let’s hope this marks the end of those awful Jeep ads from a few months ago.
As for the new GC, it’s beautiful. I’ve been saving up for a Wrangler but I may need to wait a bit longer to check out one of these. Especially if the fit and finish holds up down to the Laredo trim.
A great ad. But funny how they don’t mention fuel economy once.
It’s an image/teaser ad. The “speeds and feeds” ads will come later.
If it gets at least as good mpg as my current Grand Cherokee and is well bolted together, I’m ok with that.
Great ad, the interior shot looks good and anyway the choice of a johnny Cash song got me right from the start!
Chrysler has been banging out (their ad agency actually) some great commercials lately. This is another one swinging for the fences. I hope that Ewanick can do the same for GM. In the meantime, go Chrysler!
@Jerry Sutherland: Thanks for the compliments. Many US citizens like Canada too. Our stalwart friends to the North.
I’m kind of amazed at all of the Jeep love here today, too.
I’m kind of amazed at all of the Jeep love here today, too.
The first vehicle I drove (at 12) was a Jeep. I’ve owned several Jeeps over the years. I’ve always liked the old I-6 engine because it’s easy to work on. Even though I’ve owned a lot of “enthusiast” cars, I always seem to have one Jeep around to go off-road with, or take the dogs for a ride, or… go buy parts for the enthusiast cars! :)
According to internal Chrysler Website:
The second phase of the marketing and advertising campaign, scheduled to launch this summer, will begin to introduce the features and highlights of the vehicle.