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2014 Jeep Grand Cherokee in sand dunes - commercial screencap

Chrysler has done a pretty good job as of late turning its television commercials into pep talks or rallying cries, but for its first ad for the 2014 Jeep Grand Cherokee, it turned to Al Pacino's inspirational speech from the movie Any Given Sunday. In the movie, Pacino's character talks about how football is a game of inches, but the commercial, titled Chip Away, focuses more on the attention to detail that Jeep has exhibited on its updated flagship SUV.

Centering around the newest Grand Cherokee model, the luxurious $47,995 Summit trim level, the commercial shows off some of the hand-stitched leathers and real metal and wood accents found inside the cabin. Check out the new 60-second spot by scrolling below.

Continue reading Jeep's new Chip Away commercial has us hunting Al Pacino's back catalog

Jeep's new Chip Away commercial has us hunting Al Pacino's back catalog originally appeared on Autoblog on Tue, 19 Feb 2013 20:00:00 EST. Please see our terms for use of feeds.

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Though it has been the company's star-laden Super Bowl commercials starring Eminem and Clint Eastwood that have garnered the most buzz for Chrysler and its ad agency Wieden + Kennedy, the principals agree that it was a far earlier spot that has made the biggest impact thus far.

Chrysler CEO Sergio Marchionne and John Jay, Global Executive Creative Director for Wieden + Kennedy, agreed recently that it was the commercial for the 2011 Jeep Grand Cherokee that has had the most significant impact for Chrysler in the post-bailout era.

The Grand Cherokee, you'll remember, was the first product introduced by the Chrysler Group coming out of bankruptcy, and was therefore poised to make a big impression - good or bad - on the American public. The Jeep commercial then needed to hammer home the notion of a quality, American-made product, while also laying the groundwork for the Imported from Detroit commercials (of Super Bowl fame) that were still to come. Marchionne called the Jeep commercial "a turning point" and said that it was still being tweaked, right down to the very end.

Watching the spot today (scroll down to have a look), it is easier to see it as a successful foundational piece of the messaging that we're getting from Chrysler today.

Continue reading Sorry Clint and Eminem, your ads were not the most significant for Chrysler [w/video]

Sorry Clint and Eminem, your ads were not the most significant for Chrysler [w/video] originally appeared on Autoblog on Tue, 16 Oct 2012 15:45:00 EST. Please see our terms for use of feeds.

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