Jeep released its Super Bowl commercial during the game, and as always the point the point they are most keen to emphasize is the off-road prowess of their cars, namely the new Cherokee. They talk about adventures, living life to the fullest, stuff like that. And the Cherokee is the car to make it all happen, because, like the people who buy it, it is completely restless.
So not very reassuring if you are after comfort and convenience, but perfect to set the trousers of outdoorsy people on fire with excitement. Jeep Super Bowl commercial may have become a victim of old clichés, but there aren’t that many ways to promote a car that is built for one purpose.
The narration begins with:
Are you among the restless many?
Each tick of the old clock,
a reminder, that stillness is what actually kills us.
When the walls close in, do you climb out?
When the road ends, do you go on?
Restlessness starts with an itch.
And ends in progress.
It is your ambition refusing to be bottled up.
Begging for a little blue sky time.
Genetics have a voice that you can only deny so long.
They scream “GO. RUN. ACT. FIND. DARE.”
Where you go when you have the itch is free will.
How you get there, is why we made the new Cherokee.