Posted by: David Kiley on July 25, 2006
Once in a while, I have to go out on a limb and just say that I think an ad is going to work to achieve its desired effect. That’s the case with the new TV ads for the Jeep Compass, featuring the new pint-sized SUV and, yes, a bunch of bobble-head dolls. I predict some other critics will pan it. But there you are.
The point of the ad, or shall I say the message, is “It’s Your Life. Keep It Moving.” Get it…bobble heads keep moving. The music is some sort of urban synthe-rap that I hate. But, hey, I’m not the target. What I like about the ads is the way the bobble-head dolls are used to tell a vignette. In one spot, the product info payoff is about how the rear seat folds flat and the floor opens up for extra storage. In the ad, it was about fitting a big guitar amplifier in the rear.
The Compass is new territory for Jeep. It’s a small SUV that is not meant to go off-road. It’s not “trail-rated” like other Jeeps to climb over boulders. It’s an urban SUV. Indeed, I am hard-pressed to even call it an SUV. It’s built on the same platform as the new Dodge Caliber. It is, in my book, a hatchback car.
But what’s in a name? Exactly. Compass is a new name for Jeep, and it needs to generate simple awareness. These ads pass my stop-and-look test. That means that if I was getting up from my chair to go to the john or get a drink at the commercial break, this is an ad that would make me stop and look back at the TV.