(October 29, 2013) AUBURN HILLS, Mich. — The Jeep brand debuted its “Built Free” marketing and advertising campaign on Monday, Oct. 28, to herald the return of the Cherokee to the Jeep vehicle lineup for the 2014 model year.

The campaign launched in the U.S. 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, Nov. 11. The all-new 2014 Jeep Cherokee is in dealerships this month.

“The Jeep brand has a rich history steeped in the unrelenting pursuit of freedom,” said Olivier Francois, chief marketing officer, Chrysler Group. “The return of the 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.  “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.”
 
A unique digital campaign for the Cherokee kicked this past summer with “Tales of the Trailhawk,” an online video series designed to showcase the legendary 4x4 capability of the 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, Calif. 

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 (Nov. 8-17). Experiential events across the United States, including New York, Boston, Philadelphia, Chicago, Washington D.C., Denver, Dallas, Houston, Atlanta and Detroit will also give consumers the opportunity to interact with the 2014 Jeep Cherokee through ride-and-drive events.