We developed a campaign highlighting the importance of respecting one another regardless of differing beliefs (or Jeep preference). We used the divisiveness of the 2016 presidential election coverage as our impetus for success and platform for our message of unity. Our creative and strategic approach enabled Jeep to capitalize on a global cultural moment and shine in a sea of conflict.

As the Summit and Trailhawk attract different demographics, we leveraged these two vehicles and their “typical user” to epitomize Jeep’s belief that “What Unites Us Is Stronger Than What Divides Us” and used a split-screen technique to symbolize the duality of Jeep Grand Cherokee. The overlay of Cat Stevens’ “If You Want to Sing Out, Sing Out” across the split-screen technique worked in tandem to say proudly that, individually and collectively, the 2017 lineup truly offers consumers the freedom of choice and the “Freedom to Be.”

The anthem spot launched during the pre-election presidential debate. Then, we provided pre-election creative with a more culturally relevant political tone and, finally, provided post-election creative that focused on product features. We bought TV and OLV around each presidential debate and surrounded commercial-free debates with pre-debate and post-debate creative.

We were rated the #1 debate ad amongst brands that created a politically relevant advertisement. Viewers not only bonded emotionally to the message, they also (importantly) clearly tracked the connection to the Jeep brand itself. The ad ranks in the Top Ten (year-to-date) Non-Luxury Automotive ads for overall performance.

From a creative perspective, we created a spot that perfectly combined strategy, a big organizing campaign idea, cultural climate and music to share an integrated and unifying message.

“Free to Be” isn’t just another automobile campaign with a catchy tune. The creative concept was completed by the selection of song and could not have been as compelling without it.

Cat Stevens’ “If You Want to Sing Out, Sing Out” spoke not only to Jeep’s support of individuality, but also spoke against the rising divisiveness of our current culture, fueled by the 2016 election. No one could have said it better than Cat Stevens singing;

“…And if you want to be me, be me

And if you want to be you, be you.”

Leveraging the brand’s American-founded consistency and strength, this campaign helped Jeep Grand Cherokee elevate their belief system with a simple idea that what unites us is stronger than what divides us. This campaign shows how Jeep celebrates our differences and individuality, while positioning the brand as the unifying force—we are all Jeep owners, though we might select a car that is reflective of our unique preferences and needs.

We positioned Jeep as a force that unites people who might otherwise be at odds with one another. Our drivers never have to worry about being seen a certain way. The musical backdrop for this campaign emphasizes this brand characteristic. The empowering message behind the lyrics leaves room for the possibility of finding a common ground. Without explicitly stating it, the message is clear – “You can do what you want” without having to dismiss other perspectives.

In 2016, Jeep Grand Cherokee launched its 2017 models with refreshed looks and advancements in features. The new lineup included “Summit,” Jeep’s most luxurious model, and introduced “Trailhawk,” which added unprecedented off-road capability and style to Jeep’s portfolio. With the new lineup, Jeep Grand Cherokee became a brand that had more to offer to a more diverse group of people.

Introducing the Jeep Grand Cherokee’s 2017 lineup required not only defining what the brand stands for but narrowing our scope to highlight the unique specifications of each new model. Another significant challenge was to reintroduce Jeep Grand Cherokee to the market as a versatile brand (with Trailhawk) without alienating our predominantly luxury-seeking, already-established customer base of Summit buyers.