This isn’t about the new Jeep “I am” work that broke last month, because I pretty much ignored it. Except for, maybe it is. (Not to knock the agency, but it’s real hard to believe GlobalHue’s tagline is not derived from “I Am Ram,” or vice-versa per input from Jeep. Someone is riffing off someone here.
Ennyway, I was shoveling today as a 2010 Jeep
So I went back to revisit the Jeep work after sprayed slush incident, and it only makes me think the brand is now trying for something bigger than what it once was, and in the process, destroying the character the name had built.
Sure, the Cherokee was always the car they needed to compete in the SUV category, but they seemed to be low-key about it. (Diss-claimer: I owned one mid-nineties.) For a long time though, people who drove a Jeep Wrangler were outsiders, but in a good way. They were free spirits who seemed a little different.
Now, the brand and product line come off like the self-absorbed “live for me and to hell with everyone else” H2 drivers people grew to despise.
And y’all know how THAT brand wound up.
*Yeah, I know. Drivers of all types of cars go fast while talking on their cell, but, this just enhances the H2 “love” aspect of things.