Jeep hitches Compass to bobblehead dolls

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Already confused by the staying power of bobblehead dolls, we couldn’t have predicted this: Upcoming ads for the Jeep Compass will feature nothing but bobbleheads, in what is certainly a strange effort to attract single 22- to 30-year-olds. See the ads here. “Smart, clever, effective and integrated communications are critical to reaching this audience,” says the director of Jeep marketing and global communications. He’s right, but he fails to explain how bobbleheads accomplish this. In the obligatory nod to consumer-generated media, visitors to Jeep.com will be able to play “Compass Karaoke” and build their very own bobblehead dolls. Can Dashboard Jesus be far behind?

—Posted by David Kiefaber