These days, advertisements can seem stale and lacking in life, but Jeep’s ad campaign for the new 2017 Compass is anything but.
In their latest 60 second broadcast titled Recalculating, Jeep has managed to convey what their brand stands for; freedom, authenticity, adventure and passion. It highlights a millennial’s journey through life, with the Compass providing navigation wherever their paths may lead be it a change in career, marriage, relocation or parenthood.
"We expect its message of life's journey moving us in many directions to resonate with our Millennial audience while staying true to the Jeep brand's core value of freedom," said Oliver Francois, Fiat Chrysler's chief marketing officer.
Many people, not just millennials, can relate to the issues captured in this ad; labouring away at a stressful and meaningless job, finding the right person, the obsession with a healthy diet, moving out, parenthood, and the odd bear encounter in the woods.
Life is a journey with many directions, each with something new be it an emotion, realization or discovery and the Compass will recalculate as many times as needed to guide you though. The ad ends on a high note: “Whatever the destination, with the right compass as a guide, there are a million beautiful ever-changing ways to get us there.”
Jeep’s latest campaign will be shown during popular TV shows like Saturday Night Live and Modern Family. The compass will also be making an appearance at the Bonnaroo Music & Arts Festival.