Now that the 2014 Cherokee is finally on its way to dealerships, Jeep is starting its marketing blitz for its new crossover, beginning with this 60-second TV spot, called Built Free, that premieres today. Set to a Bob Dylan recording--"Motherless Children," 1962--the ad spot discusses something we can all relate to – the feeling of being too busy and too cooped up with everyday tasks to really get out there and explore the world. But as Jeep says in the commercial, "You're still here. And you're still you. The horizons haven't gone anywhere."

Autoblog spoke to Kim Adams-House, head of marketing for the Jeep brand, who explained that this Built Free spot is "an anthemic piece" that "sparks the conversation" for the new Cherokee. As you'll notice, none of the new Jeep's features – its off-road systems, nine-speed automatic transmission, etc. – are mentioned in the ad, but Adams-House says that future marketing "will speak to more" of the CUV's highlights. Following this 60-second spot, 30-second commercials will launch that talk about some of the specific product features.

When asked if the Built Free campaign will include any throwbacks to the original Cherokee, Adams-House told Autoblog that while "we love that vehicle," the new spots are intended to carve out "a unique space for Cherokee in our product portfolio and marketplace." On that same note, don't expect any other Jeep vehicles to get the Built Free treatment. Adams-House said that while this ad "does resonate overall with the brand," it is solely intended to promote the new Cherokee.

Built Free will not just be limited to television, though – it will be a 360-degree campaign with specific marketing designed for print and digital use, as well as an exclusive 60-second cinema spot that launches on November 29 in conjunction with the upcoming Ben Stiller movie, The Secret Life of Walter Mitty.

Scroll down to watch the first 60-second commercial for the new Cherokee, and to read Jeep's official press blast.

Show full PR text
"BUILT FREE" MARKETING CAMPAIGN UNVEILED TO LAUNCH RETURN OF RENOWNED CHEROKEE TO THE JEEP BRAND LINE-UP

- All-new 2014 Jeep Cherokee Marketing and Advertising Campaign Debuts on Monday, October 28 with :60-spot across National Broadcast and Cable Networks
- Campaign Includes In-Theater, Print, Digital, Social and Experiential Extensions
- The Jeep brand will Proudly Display the All-New 2014 Jeep Cherokee on the Front of the Chrysler Group Headquarters in Auburn Hills beginning October 28
- All-new 2014 Jeep® Cherokee to start at $22,995 MSRP (excludes tax, title and destination)

Auburn Hills, Mich. - The Jeep® Brand will debut its "Built Free" marketing and advertising campaign on Monday, October 28, to herald the return of the renowned Cherokee to the Jeep vehicle lineup for the 2014 model year. The campaign will launch in the U.S. on Monday, October 28, with a :60-second commercial running across national broadcast and cable television, and includes in-theater, print, digital, social and experiential extensions. A :30-second spot will begin running across broadcast and cable on Monday, November 11. The all-new 2014 Jeep Cherokee is in dealerships this month. The commercial can be viewed at Jeep Cherokee "Built Free" Commercial (60-second).

"The Jeep brand has a rich history steeped in the unrelenting pursuit of freedom," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "The return of Jeep Cherokee and the 'Built Free' campaign serves as a reminder that we can fulfill our daily responsibilities and still follow our innate desire to explore new and different experiences."

The :60-second spot begins amidst a visual backdrop that evokes a time free of restrictions and one of unending possibilities, set to a recording by Bob Dylan. Narration with visual imagery juxtaposed between the 2014 Jeep Cherokee relate, "And little by little it changed. People told you things. Where to go. What to do. What not to do. Little by little, the world started to feel smaller. Only...it isn't. You're still here. And you're still you. The horizons haven't gone anywhere."

"The return of the Cherokee nameplate to the Jeep brand brings with it the opportunity for consumers to experience an exciting vehicle that will move the midsize SUV segment forward," said Mike Manley, President and CEO Jeep Brand, Chrysler Group LLC. "Whatever path consumers choose to follow, they can be assured that the all-new Jeep Cherokee will provide them with the craftsmanship, technology, safety, ride and handling and efficiency that modern living requires."

The "Built Free" :60-spot will break on Monday, October 28, across broadcast and cable television, including ABC, NBC, CBS, FOX, ESPN, TNT, Big Ten Network, NBC Sports, Fox Sports One, and NBA TV across programming such as "The Voice", "Blacklist", "Revenge", "X-Factor", "Agents of S.H.I.E.L.D", "Grimm", "Scandal", "Saturday Night Live", and high-rated sports programming including NFL and college football. A :30-second "Built Free" spot will begin running on broadcast and cable networks on Monday, November 11, including Discovery, E!, Bravo, History Channel, AMC, HGTV, National Geographic, and USA.

In addition to television, the campaign will include an exclusive in-theater :60-second spot launching on November 29 in conjunction with the upcoming 20th Century Fox film, "The Secret Life of Walter Mitty," starring Ben Stiller (premiering on Christmas Day).

The extensive print campaign for the 2014 Jeep Cherokee will target monthly magazines' December issues, on newsstands in November and includes Details, GQ, Wired, Marie Claire, InStyle, ESPN, Outside, Men's Fitness, Shape, HGTV magazine and Food Network magazine. As part of the print campaign, a USA Today ad running on October 22 gave the Jeep brand a first-ever advertiser masthead integration with the newspaper, extending across print and into digital properties through tablet and mobile platforms.

Digital partnerships include CBS Sports, Defy Media, the Weather Channel, Xbox, Yahoo! Fantasy Football, Facebook, SB Nation, Jumpstart Digital Media/Hearst, and YouTube. The Jeep brand has also launched a Tumblr page (jeep.tumblr.com or tomorrow-is-now.com) embracing the Cherokee lifestyle where fans are encouraged to visit for inspiration or to share their own adventure photos.

A unique digital campaign for the 2014 Jeep Cherokee kicked off in summer 2013 with "Tales of the Trailhawk," an online video series designed to showcase the legendary 4X4 capability of the all-new 2014 Jeep Cherokee. The series features the off-road capabilities of the Trailhawk model as it conquers each of the trail-rated criteria of traction, articulation, maneuverability, ground clearance and water fording on some of the most challenging terrain at Hell's Revenge in Moab, Utah, and Rubicon Trail in Lake Tahoe, CA. Consumers are then invited to visit www.Jeep.com/CherokeeTales to "watch the entire story." The videos will also be shared within key blogging communities, including on the Jeep brand's Official Facebook page.

In November, Camp Jeep®, the brand's unique, interactive, off-road experience, is expected to celebrate its one millionth passenger during its appearance at the Miami Auto Show (November 8-17, 2013). Experiential events across the United States, including New York, Boston, Philadelphia, Chicago, Washington DC, Denver, Dallas, Houston, Atlanta and Detroit will also give consumers the opportunity to interact with the 2014 Jeep Cherokee through ride-and-drive events.

The renowned Cherokee name returns to the Jeep vehicle lineup for the 2014 model year. The result – the all-new 2014 Jeep Cherokee – completely redefines the mid-size SUV segment, delivering available legendary Jeep 4x4 capability, a segment-first nine-speed automatic transmission, fuel economy improvements of more than 45 percent (versus the outgoing Liberty model), superior on-road ride and handling, a cutting-edge, revolutionary design, world-class craftsmanship, class-exclusive technology and more than 70 advanced safety and security features. The Jeep Cherokee is set to delight consumers both on the road and on the trail. More information on the all-new 2014 Jeep Cherokee can be found on the Chrysler Group Media Site.

Jeep Brand
Built on more than 70 years of legendary heritage, Jeep is the authentic SUV brand with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.

The Jeep vehicle lineup includes Cherokee, Compass, Grand Cherokee, Patriot, Wrangler and Wrangler Unlimited. To meet consumer demand around the world, all Jeep models are sold outside North America – and all are available in right-hand-drive versions and with gasoline and diesel powertrain options. Chrysler Group LLC sells and services vehicles in approximately 120 countries around the world.


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    • 1 Second Ago
  • 57 Comments
      Basil Exposition
      • 1 Year Ago
      They could have used someone more articulate for the voiceover, the lazy speach patterns are distracting. Never the less, I think the ad will resonate with a LOT of people. Sadly, no vehicle, no matter how good, can reverse the tide of increasing responsibility and decreasing carefree freedom we all experience.
        bK
        • 1 Year Ago
        @Basil Exposition
        Completely agree with the voiceover. It could of been epic with a more mature voice, but i guess theyre targeting the young guys
      Leatherface
      • 1 Year Ago
      All you haters are pathetic. When something looks derivative, like a Toyota or Honda or GM.. It's labelled ugly, boring, copies this guy, copies that... And yet, when something has a purposeful design and look different, unique, like the Cherokee or Sonata, you guys sound exactly the same. Nagging and nagging. I am still not 100% sold on the design, but functionally it is exceptional and will serve it's off road purpose well. Styling is subjective and if you don't like it, who cares. The Camry is boring as hell, the Mercedes E-class is overwrought, but that is my opinion, and both cars make billions for their company, so who the hell am I to criticize! Just so annoyed reading all the silly subjective commentary. Some car companies are interested in going a different route, and Chrysler has always been exceptional at breaking new ground. Plymouth Prowler, Dodge Viper, Dodge Neon, Chrysler LHS, Jeep Wrangler are just a few examples of vehicles that pushed the boundaries in their class when they first came out. In all seriousness, it was never designed to appeal to 100% of everyone, and nor should it. But for those that want an 80% scale Grand Cherokee, it's excellent. And for the record I have and have owned Toyota's, Suzuki's, and Chrysler vehicles.
        jonnybimmer
        • 1 Year Ago
        @Leatherface
        I've applauded Chrysler designs for a while. In the 90s, they were a powerhouse of great concepts and its important to remember that even some cars that are laughed at today, like the Neon and PT Cruiser, were considered to be very fresh and radical back when it was released. However, that doesn't give them a free ride for their laziness towards the end of the 90s and into the early 2000s. Also, the generalizing "you're a hater because you can't handle a different look" statement isn't at all accurate. One can criticize a unique design for being ugly. For a modern-day example, take a look at the Lexus LF-NX concept. Does it look like anything outside of Lexus's current design language? No, it's certainly unlike anything beyond a wildly exaggerated Lexus. That is to say, it's different and unique. And yet, the public reception for it was pretty much in unison: It's ugly! Same goes with BMW's older Ur Roadster concept. Different? You betcha. Ugly? Oh yeah. So yeah, people can sometimes get a little hypocritical when criticizing one car as boring but then anything else looks ugly, but that's not to say that you must be a hater to think someone new is ugly. Maybe, regardless of how new it is, who made it, or what the competition looks like, a person just really thinks the car looks ugly. It is, after all, just an opinion.
      LMI500
      • 1 Year Ago
      Built tremendously ugly!! And with built in transmission issues too! Sorry the amount of technology, offroad capability and standard options DO NOT make up for the ugliness of this vehicle. Jeep should be ashamed. We already had to survive through the Liberty, Compass, and Patriot mistakes.
      driver1439
      • 1 Year Ago
      This thing "SUCKS A%$".........I have driven and owned JEEPS since I was 12 and this is NOT a JEEP. Ugly is the nightmare this give TRUE JEEP PEOPLE. A fiat JEEP are you crazy, yet one more reason to hate hussain obama.........
      m_2012
      • 1 Year Ago
      The next emergency refresh. You read it here.
      Jesus!
      • 1 Year Ago
      I will never get passed that rear end. Entire rear bumpers should NOT be all black plastic. Cheap Jeep, cheap. Hope the sales are a disaster so Jeep sees they cant mess with the Cherokee name like that.
        Bill Burke
        • 1 Year Ago
        @Jesus!
        Sorry, but the response and interest at Jeep dealers has been very strong. The new Cherokee will be a global success for Jeep and the standard for the class, clearly. Sorry.
        joe23521
        • 1 Year Ago
        @Jesus!
        I was also skeptical about the rear end until I finally saw one in person yesterday. That back end design is actually very sophisticated when you see it in 3-dimensions. I was quite impressed, to be honest.
        mylz
        • 1 Year Ago
        @Jesus!
        I had an 01 Impala that the day I got rid of it was hit more, had more dents and scratches and those spots only one of them had rust. On the hand me down Pacifica, yes its great for college moving and such but it does rust badly. I am glad it has plastic on the bottom of the bumpers. It has rust on the fenders and the rear tailgate. This is coming from a family who is religious about maintenance. Chryslers and Fords have a rust problem just like hyundai and kia have quality/reliability issues
        mylexicon
        • 1 Year Ago
        @Jesus!
        This is earth. If FIAT have a good Jeep brand, they will steal it from Americans, dilute it, globalize it, and then sell shopping carts to as many mindless suckers as they can find.
      Bill Burke
      • 1 Year Ago
      Not sure about the commercial, but the Cherokee is creating much interest in dealerships already as I believe Jeep has a smash hit on their hands. The more I see, the more I like. Just an awesome groundbreaking vehicle.
        jtav2002
        • 1 Year Ago
        @Bill Burke
        Chrysler could re-release the first vehicle ever made and you would still consider it groundbreaking.
          Bill Burke
          • 1 Year Ago
          @jtav2002
          You think? Re-releasing first vehicle ever made seems pretty groundbreaking, don't you agree? Come on jtav, would you not agree that the whole drive train being launched on the Cherokee is pretty darn special and in fact "groundbreaking" ? Nine speed automatic, a disconnecting off road system and a new Pentastar V-6 are just part of this awesome vehicle. You gotta agree with that, just to be fair and honest. Now repeat after me G-R-O-U-N-D-B-R-E-A-K-I-N-G. Apology accepted....
      sixsix
      • 1 Year Ago
      Can this nightmare please go away? Someone wake me up. Tell me this is part of the FIAT lineup. Tell me the Cherokee I have been waiting to buy for 10 years is yet to be revealed.
      Car Guy
      • 1 Year Ago
      I cannot look at that front end and think anything besides "emergency refresh". Its Aztek bad.
        Smilez1105
        • 1 Year Ago
        @Car Guy
        Aztek? It looks like an Aztek? You have GOT to be the first person to say that EVER! Anybody want to back me up here? Mr. Original everybody.
          bK
          • 1 Year Ago
          @Smilez1105
          He said "Aztek bad"... Meaning, just as ugly if not uglier than the Aztek.
      rover'd
      • 1 Year Ago
      Built free of eyes... The person who approved that front end obviously can't see.
      Card13
      • 1 Year Ago
      "It's hideous" "Looks like an Aztek" "This isn't a real Jeep" "Fiat is ruining the brand" Let's see if the haters will come up with something new to say today
        joe23521
        • 1 Year Ago
        @Card13
        I went to the local jeep dealership yesterday and these things look REALLY sharp in person. There was a white limited model there that really impressed me. The design has a kind of sophistication that somehow don't show up on 2-dimensional photos.
        m_2012
        • 1 Year Ago
        @Card13
        How about we just leave it at UGLY?
        Pavel
        • 1 Year Ago
        @Card13
        I mean those about cover the reality of the car; I haven't found angle from which it doesn't look ugly. Maybe from the top?
        Ross
        • 1 Year Ago
        @Card13
        How about it's gas mileage sucks? A subaru forester will be just as competent off-road and gets drastically better gas mileage.
          OffRoaderWrangler
          • 1 Year Ago
          @Ross
          Forester gets 32 hwy.....this gets 31 hwy.....i don't get what you mean....
          OffRoaderWrangler
          • 1 Year Ago
          @Ross
          Forester gets 32hwy.....this gets 31hwy.....maybe i don't "drastically"
          m_2012
          • 1 Year Ago
          @Ross
          I think he means real world. Subaru, especially lately, has been conservative on MPG's. The XV and Forester have both surpassed rated mileage.
          Smilez1105
          • 1 Year Ago
          @Ross
          And how the 'f' dies the mileage suck? Are there better numbers out there? Yes. Does the Jeep SUCK? Um, NO. Seriously Ross, get it together.
          Smilez1105
          • 1 Year Ago
          @Ross
          And don't get me started on all of the ways the Jeep is better...whether you dislike the looks or not.
      Dean
      • 1 Year Ago
      I expect to see many of these at airport rental car lots in the near future.
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