According to a new marketing campaign launched by Jeep, there are no such things as dents or scratches on a car but only memories. The carmaker hopes that this message will help to reverse declining sales in the United States.
The first commercial released through this campaign is aptly titled ‘Dents.’ It follows the owner of a WK-generation Jeep Grand Cherokee who is in the process of packing up his belongings from the SUV before passing it on to his daughter. In the process, he starts to notice the dents and immediately recalls the memories that caused those dents. They include a scratch on the roof he caused while trying to drive under a low-hanging tree and a rip in the rear seat caused by the family’s dog.
Jeep says it has launched the campaign at a strategic time, right when many young college students are heading to university and receiving the keys to the old cars of their parents.
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“Dents’ follows our Grand Cherokee through the various stages of its family’s life, making meaningful memories through the dents and scratches it receives over the years,” Stellantis North America senior vice president Marissa Hunter commented. “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 and now with the expanded lineup, we truly have something for everyone. 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.”
While recently speaking with Auto News, Stellantis marketing chief OIivier Francois said the focus of the commercial is to build brand loyalty. That’s something the brand needs as company sales are down 12% this year in the United States despite a 13% gain across the industry as a whole.
Jeep has also dropped a separate commercial for the Jeep Wrangler. This ad shows the many colorful paint options of the Wrangler as well as its off-roading credentials and adventurous spirit. It’s set to Tupac and Dr Dre’s ‘California Love’ which Francois says “embodies exactly the spirit of Wrangler.”