• Jan 29, 2007


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.


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    • 1 Second Ago
  • 23 Comments
      • 8 Years Ago
      You know what? Everybody's got opinions when it comes to ad spots. I like both of those ads. Still not gonna buy a Jeep, though.
      • 8 Years Ago
      yeah that new commercial defines lame
      • 8 Years Ago
      GEEZ,
      What's all the whining about the bad ads. They are doing what ads do - they're getting people to remember them and discuss the ads. Personally, I liked the bobbleheads. In fact, that old fart bobblehead in the gas station bobbing his head in a big fat "NO" is me, and I'm trying to figure out where to get one.
      But seriously, it is actually me trying to figure out where to dump my DCX stock, 'cause this ain't making it. What were they thinking with this and the Nitro? Butt ugly - I doubt if you could sell them at 7,000.
      • 8 Years Ago
      What time is it?

      Time to unpimp ze auto...
      • 8 Years Ago
      Did they really think that creating some broke looking "city man" and having him "surf" on the roof of a Compass would appeal to an audience watching the XGames? The creative person who thought this up doesn't have the slightest idea of how to communicate with youth culture. They are trying so hard to be cool, that it is so blatantly obvious that they're uncool.

      Ad Agencies think they have to soft sell youth culture. The truth is, youth culture is the most media savvy generation to date. They see right through your attempts to try and "manufacture" cool.

      Most important element is the product. You have a RELEVANT product for your audience and "cool" will come. The fact is, the Compass is so far from being relevant with the youth. I mean, just look at it.
      • 8 Years Ago
      I'm sorry but is there a single damn thing that American automakers know how to do? They can't build cars people want, consequently, they can't make money, and they can't even devise commercials that are at least a bit interesting. I thought marketing was the easy part.
      • 8 Years Ago
      " I liked the VW GTI commercials because they were ridiculous. Jeep should do something ridiculous."

      How about put a jeep grille on a car.
      • 8 Years Ago
      Rank this one just below the "Dr. Z" commercials.
      • 8 Years Ago
      I liked the VW GTI commercials because they were ridiculous. Jeep should do something ridiculous.
      • 8 Years Ago
      Am I the only one that flashed back to the old Hanna Barbara Grape Ape cartoons watching that spot?
      • 8 Years Ago
      I ran across the City Man campaign on CanadianDriver. It's not as bad as the Bobblehead spots (that song!), but it's not very clever.

      I wish more automakers--especially the cash-strapped domestic brands--would funnel more funding into R&D, and less into marketing agencies. Chevy's "American Revolution" campaign was pretty good, but it was laughably kicked off by the made-in-South-Korea Aveo. The "Bold Moves" campaign is a joke.

      Honda and VW do the best job of sticking to the KISS principle: show the product, explain a relevant comparative advantage in a non-megaphoned voice, and list the price. No unneccessary visuals, no corny storytelling.
      • 8 Years Ago
      "What's all the whining about bad ads." "They're getting us to do what they want and that is to remember the ads?"

      That's a load of c agency crap. Ad recall means nothing if it doesn't drive showroom traffic and sell. Last time I checked, advertising was meant to sell something. Don't buy the agency hype.

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