The mystery surrounding Fiat-Chrysler’s two Super Bowl commercials was lifted when a pair of Jeep ads were shown during the game. Both commercials continued a recurring theme from FCA to deviate away from engaging in humor and histrionics. Instead, we got a pair of ads that highlighted Jeep’s 75th anniversary in two distinct ways.
The first ad, called “Portraits”, touched on Jeep’s long and storied history dating back to its birth in 1941 and the many people and moments that have helped make it the brand that it is today. In as much as Jeep is an auto brand, the ad wanted to send the message that the brand was born from a collaboration of people from all walks of life, particularly those who have helped shape the history of the world. To illustrate that point, Jeep relied on a montage of curated images, including celebrities like Marilyn Monroe, BB King, Steve McQueen, and Amelia Earhart, as well as pop culture films like the Terminator and Jurassic Park - two movies that the company played prominent parts in - and iconic moments in the world’s history. The tagline, “We don’t make Jeep, you do”, perfectly captures the sentiment of the commercial and it’s only fitting, at least in Jeep’s eyes, that it uses its 75th anniversary to indirectly say thank you to all of its customers.
The second ad, called “4x4ever”, wasn’t as sentimental as Portraits. Instead, it picked up from where the first ad left off and showed the brand’s outlook for the future, especially for its customers. According to Jeep, 4x4ever isn’t just a tagline but a representation of the brand’s identity as the go-to companion for adventurers all over the world. It’s also a far more upbeat commercial that relied on the custom musical track provided by recording artist Morgan Dorr.
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