Jeep's hip-hop Bobblehead spots for the Compass have been taken out back and shot. Like the Compass they were shilling, the Bobblehead spots were only effective at being crappy. Of course, the replacement may not be any better. Surfing in from foreign markets is ad agency BBDO's "City Man." City Man is a jumble of street signs, gas pump nozzles and general urban detritus created by the swirl of wind from a passing Compass.
Read the rest after the jump.
[Source: Detroit News]
The car is aimed at young urban buyers, and both the Bobblehead and City Man campaigns are attempts to appeal to them. Initially, the City Man campaign was created for foreign markets that haven't had Bobbleheads foisted upon them. Chrysler decided that the City Man campaign may have a chance here, and may quell dealer complaints about product-light advertising from Auburn Hills. Unfortunately, the message of the new campaign doesn't look to be any more effective. Perhaps it's a case of a vehicle that tries to be two different things (a car and a Jeep), yet excels at neither; or perhaps it's the advertising's lack of punch.
What appears obvious to us are two things. First, the Compass is not appealing to hip, young, urban buyers. We realize that every Jeep can't be an off-road dynamo (nor should it, if the brand is to survive), but the Caliber-based Compass doesn't do much to ring the bell for the city-dweller, either. Second, as if the vehicle itself weren't abortive enough, BBDO appears to not know how to speak to young, hip, urban consumers, either. What exactly is a young, hip, urban buyer, anyway? Are Bobbleheads hip? Do advertising agencies only know how to talk to the suburbs? Even with City Man trying to save the day, we predict Compass sale's needles pointing due south.