• Apr 8th 2011 at 4:58PM
  • 20
Jeep Compass Bloodlines ad – Click above to watch after the jump

Company: Chrysler LLC

Brand: Jeep

Medium: TV

Ad Agency: GlobalHue

Product: 2011 Jeep Compass

Campaign: Bloodlines

What We Like: The editing and look of the ad fits with the excellent Jeep Grand Cherokee ads that agency Wieden & Kennedy created last year. There is an urban feel to this TV spot that is probably fitting for a vehicle like Compass, which has not had much positive said or written about since it first hit showrooms in 2007. There is authority, emotion and value in the Jeep brand, and re-igniting that for consumers is a good idea.

What We Don't Like: Now for the bad news. For people who know Jeep and the Compass, not to mention the new Hawaii Five-O TV show, this ad has a lot of problems. For sure, the Compass has been much improved for the 2011 model year. We are not only impressed with what the new Chrysler team managed with a new interior and trim, but with how we were able to crawl snow-covered creek beds in Wyoming when we tested the new car. But the bones of this vehicle are highly suspect to the real Jeep fan and student of the brand. "Iconic beauty," reads the voiceover in the ad. "A legendary bloodline." To people who know something about the Compass, that is way, way, way over the top. There isn't anything in common between the Compass and the new Jeep Grand Cherokee, which is a terrific piece of work, except the logo and some talented, passionate engineers who did the best they could with the marginal vehicle they started with.

And in making the "Bloodlines" case... Laila Ali? Seriously? And actor Scott Caan? Not only are these two figures the barest shadows of their fathers (wait...maybe they do work for this ad), but in the only role Scott Caan is really known for (with respect to the reborn Oceans franchise, we're talking about the new Hawaii Five-O), he is completely linked to a Chevy Camaro, part of the product placement deal General Motors worked out, which has Chevrolet vehicles all over the show. In one recent show, both Caan and the bad guy were driving Camaros. And Caan's character, Danno, would never be caught driving a Compass.

Strategy: Play up the brand equity of the Jeep brand for all the products even if some of the current products don't measure up. We can see how the company and agency arrived at this idea. After all, they have to sell the Compass for another 16 months or so until an all-new vehicles come in to replace it. The Compass has had very little cred in the marketplace, especially with repeat Jeep buyers. This may be the only way to juice up sales a little for the rest of the time it is marketed. The new Compass is much improved, and should get a more serious look from would-be Subaru Legacy buyers. But the halo placed on this model is a bit too much for us.

Grade: C

Watch the commercial after the jump and give it your own grade below.

What grade would you give this ad?
A 479 (12.9%)
B 830 (22.4%)
C 766 (20.6%)
D 590 (15.9%)
F 1045 (28.2%)




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    • 1 Second Ago
  • 20 Comments
      • 4 Years Ago
      Wait... You're comparing this to the Subaru Legacy? Why?
      • 4 Years Ago
      This may be my age (25), but I know Scott Caan most from Varsity Blues. Don't ever forget Charlie Tweeder.
      • 4 Years Ago
      where's the liberty in the commercial? and patriot? i hate when brands eliminate models from commercials
      • 4 Years Ago
      If someone is interested in a Compass, I don't see why they wouldn't just choose the Patriot instead.
      • 4 Years Ago
      Bloodlines?! Really? That's Porsche's already..
      • 4 Years Ago
      A decent effort Id say.
        • 4 Years Ago
        Love the ad, dislike the car.

        If this was an ad for a better car, I think we would all be praising it. Chryslers marketing department is on the ball right now.
      • 4 Years Ago
      This ad probably comes as close as any ad can to painting the situation in a positive light. And at least it seems to make its appeal to the admitted-poseur who wants a car that looks like a Jeep.

      But any advertisement that brings attention to the Compass damages the Jeep brand.
      Really, the existence of the Compass damages the Jeep brand.

      • 4 Years Ago
      It doesn't make me want to buy one since it doesn't say anything much about the vehicle except it has a bloodline. Commercials should show the vehicle and its features not a bunch of non-related people
        • 4 Years Ago
        It could be a BAD bloodline ... like a werewolf.
        • 4 Years Ago
        This is a tier 1 ad, to show the vehicle. Tier 2 and 3 tell the features and pricing. Dealers hate tier 1 ads, they only want to see ads that have some moron yelling "FROM $199 PER MONTH 4X4!!! HURRY IN NOW!!!!!"

      • 4 Years Ago
      The most significant SUV "bloodline" on the planet-- JEEP. Why wouldn't Compass make the connection, especially since it has been extensively improved inside, outside and mechanically. Looks like Jeep is making a serious commitment to Compass now and setting the table for the next generation which is expected to be world class in everyway. Sales of the new model have taken off, so I give the ad an A plus...
      Oh yea, and it's a JEEP!
      • 4 Years Ago
      I gave it a B, and would be tempted to give it an A. The problem with Autoblog's evaluation is that they are giving it a "C" based on what they know of the Compass. But the ad isn't therefor people who look at platforms, engine space, ride height, et cetera. It's selling a car, and leveraging Jeep's brand equity while accentuating that this is a new vehicle ("a size, shape...all its own") not for yesterday's Jeep buyer is exactly what this spot does.
        • 4 Years Ago
        We have a 2011 Compass and love it, 4X4 Limited 70th Anniversary in Bronze Star Pearl Coat. Kick ass audio system and drives and handles nice.The people who bitch about it have probably never driven one. It was never suppose to be a Wrangler or Grand Cherokee, Its a small SUV and that gets better mileage and has nice features. With gas hitting $4.00 a gallon I am glad we didn't get a Grand Cherokee. 21 MPG so far in city driving.
      • 4 Years Ago
      All I can think about when I see one of those (and the Chrysler 200) and how its described as "red-blooded", "American" and part of the legendary "Jeep family" is how it is based on a modded version of the same platform under a Mitsubishi Outlander and how it uses an engine developed along with Korean and Japanese companies, namely Hyundai and Mitsubishi.

      Not that it really matters, though. Its a decent ad. You can't discredit them for trying. They have to put an effort in to sell the vehicle and that's better then just ignoring it and hoping it moves itself off the lots.
      • 4 Years Ago
      It's okay! I wasn't offended or put off by it! It is effective at saying "just like other jeeps but updated".

      From that picture though, is it me or does the one on the far left look like last years explorer. At night! Not day! Just the lines a bit!
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