Chrysler Corp. next month launches a $100 million campaign for its Jeep Grand Cherokee sport utility vehicle with the bold claim that it’s what Superman drives.
The “Jeep. There’s only one” divisional tagline continues, but the Grand Cherokee ads get a new themeline: “The most capable sport utility ever.”
Bozell Worldwide, Southfield, Mich., created one 60-second and seven 30-second spots. One, “Kent County,” shows a Grand Cherokee traveling through clouds to a hidden cave, where the driver parks and removes his dry cleaning from the back seat.
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