Ads Probably Won’t Help Jeep Pass Its Rivals

Advertiser: Chrysler Corp.

Agency: Bozell Worldwide, Detroit

Challenge: Launch a remodeled version of the Jeep Grand Cherokee, the second-best-selling sport-utility model.

The Ads: Seven television commercials make extensive use of outdoor scenes showing the Jeep navigating rugged terrain and twisting mountain roads. In one ad, a herd of zebras run single-file alongside a moving Jeep Grand Cherokee to hide from a lion lurking on the opposite side. “One of the safest ways to cross treacherous terrain,” a voice-over explains. In another commercial, a young boy arrives at Santa’s snow-covered doorstep with a broken toy. “How did you get here?” Santa muses as the camera pans to the Grand Cherokee. (How indeed--we didn’t spot an adult driver.) Another spot shows the Grand Cherokee stopping quickly to avoid hitting a bug, a scenario that seems aimed at the controversy about damage inflicted by sport-utility vehicles in crashes. A voice-over in each spot highlights new features of the vehicle and calls it “the most capable sport-utility ever.”

Comment: None of these commercials will make anyone’s top 10 list, but they do point out, through relentless repetition, the features of the vehicle. Chrysler said it put the Grand Cherokee through independent testing so that it can claim improvements in its handling and performance make it the “most capable” SUV. As the No. 2 SUV in an increasingly crowded category, Chrysler clearly has high expectations for its improved Grand Cherokee. Forecaster J.D. Power & Associates expects Grand Cherokee to pick up market share as a result of the improvements, but it’ll still lag the leader, Ford Explorer. $$+