For Jeep owners, a dent isn’t a bad thing, it’s a memory. That’s the concept behind the new campaign for the Grand Cherokee and Grand Cherokee 4xe, and it’s one filled with emotion and love for the brand.
The spot, by independent agency Highdive shows a family growing through their love of the Jeep Grand Cherokee, from the owner asking his girlfriend to marry him, to the various dings the Jeep gets from going offroad to taking the family puppy for a ride and finally the father passing along the keys to his daughter.
“For our owners, their Jeep Grand Cherokee is much more than a mode of transportation, it is a member of their family playing a pivotal role in their own life journey. This emotional connection has been built and fortified over decades…In our film, as we usher in the electrified model, careful consideration is given to keeping traditions alive as the keys and the memories are passed down to the next generation,” said Marissa Hunter, senior vice president, Stellantis North America in a statement.
This tradition of passing on the keys will be further celebrated as the campaign release date is aligned with college students packing up and heading back to school.
Highdive said that it was easy to make an emotional spot from dents because it was based on a truth from actual Jeep drivers.
“Jeep drivers are notorious for keeping their vehicle for a long time because of all the memories they’ve created in the vehicle. When a vehicle means more to you than just mileage, you don’t give it up without putting a lot of thought into it,” Nathan Monteith, executive creative director at Highdive told Adweek.
Monteith said that it was important that the Dad kept the vehicle, since he wanted to pass it on to his daughter for her to add her memories to its legacy.
“To him, that old Grand Cherokee still had some adventure left in it for her,” said Monteith. “The pride that a Jeep owner has in all the dents and scratches that were created together over the years. They all tell a story, and there’s many more stories ahead with the New 2024 Grand Cherokee 4xe.”
A new Dodge Hornet
Stellantis also released a new campaign for its Dodge brand with a new hybrid-electric 2024 Dodge Hornet R/T, called “A New Breed,” which introduces it as the latest muscle car in the Dodge garage.
“The new addition of the Dodge Hornet R/T to the ‘Brotherhood of Muscle’ is a first step in how the Dodge brand will transition to the future, biasing electrification for performance and fun, not compliance ” said Tim Kuniskis, Dodge brand chief executive officer, Stellantis in a statement.
“A New Breed” was developed by the Dodge brand in partnership with Glue-IQ.