Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Jeep campaign from Global Hue hits a new low in advertising

| 21 Comments

Picture 2.pngGhastly. Unspeakably bad. Pompous. Empty. These are but a few of the descriptives that coursed through our mind as we watched what may be a new low in the world of consumer advertising, namely a new TV commercial for Jeep from Global Hue in Southfield, Mi., called "Time."

Even as the bar for acceptable advertising has dropped lower and lower in recent years, not much out there rises above the merely acceptable. But rarely have we come across a spot as bad as "Time," part of a new campaign with the tagline "I live. I ride. I am. Jeep." The campaign is to be formally unveiled Wednesday during a seven-hour presentation by Sergio Marchionne, the new CEO of the Chrysler Group and the reigning CEO of Fiat.

Marchionne and his underlings reportedly will talk tomorrow about their grand plan for turning around the Chrysler company and breathing new life into the beleaguered Detroit auto industry -- new life funded in large part with bailout money from our federal government.

But if this new Jeep campaign -- as vacuous as it is -- is any indication of how Marchionne and his crew hope to make Jeep a better, more in-demand brand, then there's big trouble ahead. We've looked at "Time" several times now, and it's absolutely impossible to comprehend what the message is supposed to be. Somewhere hidden inside the impenetrable voiceover copy there seems to be a statement trying to come out about what kind of people will appreciate the Jeep brand. But the spot is so busy trying to be clever and important and impactful that the point of it is totally buried - leaving us with what is basically 30 seconds of slickly-edited visual and verbal gibberish. And that vapid tagline is surely one of the worst ever conceived.

After watching "Time," one is invariably forced to wonder who could be foolish -- or dim-witted -- enough to green-light drivel like this? We can only point the finger of blame at Marchionne and hope he quickly comes to his senses.

Lew's view: F-

21 Comments

I dig the spot actually. I think it's about time (no pun intended) the domestic car companies started thinking outside the box when it comes to advertising. The point is clear as a bell to me. Time is ticking, live your life, get into your Jeep and enjoy. What's so difficult to comprehend here?

Patrick.

This is so far from “out of the box” it is frightening!

This is the oldest and least effective devices in advertising...it is called "user imagery"

The concept is…if you can't differentiate your product...you different your message by aligning it with ..."people like me.” Hoping to create an illusion of affinity for the brand by one’s peers. It is used most frequently in beer and other beverage advertising…generally where tangible points of difference are impossible to portray in a television commercial e.g. taste. And/or when there is frequent repurchase behavior with low cost consequence. Not durable goods.

Jeep will fail with this strategy. The second largest purchase that consumers make is for personal transportation. They will pay for the vehicle for approx 50+ months. It will take allot more creativity and “reasons-to-by” than the ego stroking presented in this very weak work.

To answer your question, “What is so difficult to comprehend here?”

It is a dumb a$$ premise upon which to make a purchase decision of such consequence.
Oh…BTW good luck with your “Intro to Advertising Class”

Robert

Patrick.

This is so far from “out of the box” it is frightening!

This is the oldest and least effective devices in advertising...it is called "user imagery"

The concept is…if you can't differentiate your product...you different your message by aligning it with ..."people like me.” Hoping to create an illusion of affinity for the brand by one’s peers. It is used most frequently in beer and other beverage advertising…generally where tangible points of difference are impossible to portray in a television commercial e.g. taste. And/or when there is frequent repurchase behavior with low cost consequence. Not durable goods.

Jeep will fail with this strategy. The second largest purchase that consumers make is for personal transportation. They will pay for the vehicle for approx 50+ months. It will take allot more creativity and “reasons-to-by” than the ego stroking presented in this very weak work.

To answer your question, “What is so difficult to comprehend here?”

It is a dumb a$$ premise upon which to make a purchase decision of such consequence.
Oh…BTW good luck with your “Intro to Advertising Class”

Robert

I actually saw the TV spots and completely agree with Lewis. There's nothing new about an SUV brand talking about living your life to the fullest, etc. This notion is as tired as Patrick's use of "outside the box". And you the hell "rides" a jeep. This would be more appropriate for Harley Davidson. I want to see what jeep is really about, not depressing office spaces. thumbs down.

Wow! That ad is about as bad as you can get. It's funny that there is all this hype about multicultural agencies moving into the general market space. Developing ads this bad hurts the entire multicultural marketing industry.....and only strengthens the case for general market agencies taking all of the business out there. Left me scratching my head...bad advertising is just bad no matter who makes it.

GREAT JOB GlobalHue!!! Keep up the good work. Maybe next time you can actually make an ad that showcases what you are trying to get people to buy.

I thought the Jeep brand was about comraderie and capability. A lifeless, selfish, cold look at the world through the "me, me, me" images this ad gives is clearly contradictory to the shared "fun" that Jeep vehicles are intended to open to customers.

It's unfortunate that Jeep marketing is trying to become BMW because if you've ever been to a Camp Jeep event, you know that owner's of BMWs will never be caught giving confident, friendly waves to what would otherwise be strangers. Marketing needs to get on board with what Jeep is, or waste money on ads like this...your choice, your customers, I am not impressed.

painful. just painful. i couldn't stop cringing.

and patrick, i love the fact that you defend this passé, clichéd spot with the most overused marketing cliché ("out of the box") of the past dozen years. good stuff.

Yes, it was painful to watch. What's even more painful is that Chrysler left BBDO to do this junk. BBDO has stood by Chrysler through these trying times and have lost millions in the process. So much for rewarding loyalty. Besides that, BBDO can run circles around Global Hue's creativity.

Jim is EXACTLY correct. I guarantee that anything that would have come out of BBDO's Detroit office would have been head-and-shoulders above this crap (although that wouldn't be very hard to do - any 8 year-old w/a Macbook Pro could have put together a more compelling Jeep spot than this one). This is THE spot, the first one out of the gate for the "New Chrysler", it had to be HUGE.....and they got this????? BOOOO!! As an investor (I'm a US citizen and so my tax dollars are helping to fund this travesty), I've got some direction for the Fiat team - fire Global Hue & give the Jeep Account back to BBDO IMMEDIATELY!!!

It's so blatantly obvious that all of the negative postings are from ad people who are bitter and angry they didn't get the jeep work. As Patrick stated, it's pretty self explanatory. I'm sure all you brilliant Ad folks know what a "Teezer" is. Or do you you? Sounds like even Lewis was pulling a favor for a friend in the industry to write such an article. ALL TO OBVIOUS!!
Also. Lewis, there is no space between Global and Hue - all one word.

Cheers!

Hmm. Interesting, seems like a lot of BBDO people got on today with a bit of bitterness.

The truth is Jeep was the first one to proclaim live life to the fullest, and it is about time they go back to their roots. That is what jeep is, and has always been. The funny thing is Jeep drivers have a certain spirit and they will get the ad, as will potential Jeep buyers. It speaks to them. And although "people like me" may be a classic way of reaching consumers, it still works. People like to belong to groups, it is a psychological fact. Jeep knows their group and they are screaming it loud, nothing wrong with that.

And don't worry BBDO you will get 'em next time around, no sense of trashing the sister agency.
Better luck next time.

Michelle, I don't have a dog in this race. I just know all the players. It's a bad spot. Don't advertise the demographic, advertise the product. In a market where people have literally hundreds of choices, what in this spot says Jeep is the right one? I hope you guys have something better up your sleeve. By the way, it's blatantly obvious the only 2 positive comments on this page are from folks associated with Global Hue.

Actually I don't work at GlobalHue, I work for another multicultural agency. (Another that could probably steal the business from you.) But I can recognize bitterness when I see it, Jim of BBDO. By the way the last round of Jeep stuff done by BBDO was garbage. "We build....." was a ridiculous campaign and had nothing to do with the essence of jeep.

For the record. I have no affiliation with BBDO or any advertising agency. I am an independent communications consultant.

It pains me to see work that diminishes the craft of advertising, and more importantly the essence of the Jeep brand. It may well be a tease...but to what end? It defines a premise from which it cannot recuperate. There is no substance… other than childish, self-indulgent nonsense.

Jeep desperately needs to reevaluate the hierarchy of the purchase funnel.

I own a Jeep... not only is this embarrassing, it makes me want to dump it! They are doing nothing to support its residual value...

Add this to the next travesty...the new Ram "crap."

It is pretty clear that the client has devised the strategy and the tactics are being played out at "wanna be" agencies that will do anything to "get the business".

Ram’s “My tank is full" will become the laughing stock of the industry. Totally missed the target and "consideration triggers"

You can buy an MBA...but then you need to know how to use it.

Robert

Sorry Ty. I'm not from BBDO either.

Here's the two points I'd like to make.
• The GlobalHue spot is not good. It's bad.
• If you ditch a partner/agency for another, it better be worth it. Many people suffer.

I hope LA is treating you well, we miss you in Detroit.

All the best to you,
Jim

Oh, the hyperbole!

Jeez, Lewis. Ghastly? Lowering the bar for advertising? Really? A beautifully shot and edited message about not spending your life watching clocks when you should be out having fun is the worst thing out there? Lower even than Bud Light's "I like getting it in the can" campaign? Worse than a thousand Viagra spots you've seen? One spot from Jeep that's part of a campaign you've barely begun to see?

As for the rest of these comments, please. It "defines a premise from which it can't recuperate."

Wow. You have got to be kidding.

No matter the target audience, the agency, or peoples allegiances on this board to either agency, the spot flat out sucks.

It's drab. It's boring. It reveals nothing new, interesting or noteworthy about Jeep. It's not breakthrough creative for the current ad landscape or even the category. This is the best attempt to reestablish the Jeep brand as having authority in the category? Surely there has to be a better way than with tired, old advertising clichés.
-

FYI... I live and work in Chicago. I work at neither agency, and frankly, I wouldn't - even if offered a position and a nice raise.

http://www.allpar.com/forums/index.php?showtopic=119498

I like this part of the campaign and think the execution is fantastic.

Actually, this is the most poetic spot I have EVER seen. And that Voiceover. Amazing! Who is that guy? Where did they find him? Anyway, can't wait for the rest of the campaign!

This is a well written, clever car spot. However, considering the business climate and the need "to push metal", it might not be the right spot or direction at the present time. Let's wait and see what Global Hue does next to push this idea forward before we trash the creative. To James answer, have you ever done car advertising you smug bastard? It's harder and more challenging than you have probably ever done in your ad career.

In all honesty the push that Jeep is making trying to hit all the genre's is ridiculous. I own a Jeep Wrangler and I did not buy it so my chiseled chin, fabulous hair, or model physic could go blowing around in the wind (I have none by the way) I bought the Wrangler because of its long and proven career as an all around multi-utility vehicle. I bought it cause I know I can get it dirty, I can haul anything around in it and still climb up a mountain. I have the new JK 4 door and I love the fact that I can still do all these things as well as haul extra hands to help. Fact is many of the girls I hang out with wont ride in it with the top down, hair goes everywhere, if I want to take them to dinner either I put the top up or we take their car. So showing some chick having so much fun with their hair blowing around driving is a load of hog wash. I think the idea of everyone buying a Wrangler is ridiculous, first you make a 4 wheel drive 4 door jeep that can do just about anything then a year later you start pulling things off to make it fit for everyone such as creating a 2 wheel drive version, or pulling all the trim off. I firmly believe that in Jeep Wranglers the person must fit the vehicle not the vehicle fit the soccer mom/dad to look cool. Also Jeep should have realized by now the hardcore Jeep Wrangler owners are there, and we pay the sticker price you don't have to haggle with us to get the vehicle out the door and they never have, up until recently when is the last time Jeep has ever had Wranglers on sale? Look at the resale value of Jeeps as well.... If they're going to try and sling a vehicle like CRACK to just anyone why don't they start with their Compass, or Liberty which have horrendous resale values the minute they leave the lot?

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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