Heritage Key to New Jeep Work

PentaMark plays up Jeep’s heritage as an “American original” and the original sport utility vehicle in new spots that break over the next several weeks.

The agency had planned to take a somewhat patriotic tone for the Jeep work even before the Sept. 11 terrorist attacks, said Bill Morden, executive creative director at the Troy, Mich., shop. The commercials had to be re-evaluated after that date in an effort to make sure they didn’t appear to be overtly taking advantage of the surge in nationalistic sentiment.