A common theme in Sunday night’s Super Bowl commercials was the use of contemporary recordings of classic songs. For advertisers, that’s an effective strategy, no doubt triggering sincere pathos in an audience of more than one hundred million people. It just so happens that Jeep used this strategy in its ad for the Renegade, and as is usually the case, Jeep did it best.
The spot, called “Beautiful Lands,” features a new recording of Woody Guthrie’s “This Land Is Your Land.” A sixty-second version aired during the big game, and the first half of the ad features sweeping shots of American landscape. As this country’s most patriotic brand, it’s not surprising to see the Renegade cruising down our highways and through our cities.
The second half may have surprised people who aren’t familiar with the direction Jeep is heading. It shifted to foreign landscapes, showing icons like the Great Wall of China and Corcovado. All the while, the song continues. These lands are our lands, and they are indeed beautiful.
Jeep is moving toward a more global approach, one that hits on the symbolism of the seven-slot grille. This is a brand that is deeply American at its heart, but also one that encompasses the globe and exists on every continent. The compact Renegade is a great choice for appealing to a more worldly audience, for it is light and unassuming while still maintaining the durability and maneuverability of a Jeep.
We hope you enjoyed this ad as much as we did. It has us very excited to receive our first Jeep Renegades later this year. Make sure you continue to follow Leith Chrysler Dodge Jeep Ram so you know when you can come drive one. Our store is the best place to find the Jeep for you near Raleigh.
Comments are closed.