So, whatcha think? Do you like Chrysler's new tagline for Jeep?
I Live. I Ride. I Am. Jeep.
How about their new commercials. If you haven't see it, you can catch one here. This one is called "Clocks"
I don't like it. Not even a little bit. (says Jean, from www.AllThingsJeep.com.) Here's my list of complaints.
1. I DO live, so they got me there, but I don't understand the relevance.
2. I DON'T ride. I DRIVE. I do ride a lot of things - horses, bicycles, amusement park rides. But my Jeep's not one of them. And if I'm riding in a Jeep, then I'm the passenger, and what fun is that?
3. I AM? Huh? What am I? A Jeep?
This whole ad compaign reminds me of those old Ad-Libs (remember those?) and makes we want to fill in the blanks. "I LIVE at 2 Shaker Road in Shirley. I RIDE my bike to work sometimes. I AM a mom, photographer, Jeep owner.
I know these type of ads are about branding, and evoking a feeling in us about the Jeep brand. (Remember, your brand isn't what You think about your company, it's about what your Customers think of your company) But this doesn't really evoke positive feelings about Jeep. It evokes feelings like I should be working but instead I'm watching the clock to when work is over and then I can go drive (not ride) my Jeep. Hey, maybe that's the point?
So what do you think? What tagline would you create for Jeep if Chrsyler was giving you hundreds of thousands of dollars to create a tagline and ad campaign for them? Post your ideas here. I'll give a set of 10 Jeep decals (your choice) to the person whose idea I like best. (I'll give you until Nov 16th to post.) And hey, maybe Chrsyler will read this and hire you to be their next marketing genius!
If you want to read the whole story behind this branding campaign and what the campaign will look like over the next year, check out the details here. It's the "Official" document and it's pretty interesting.