The Jeep® brand has released its latest marketing campaign for the 2022 Jeep Compass 4xe plug-in hybrid vehicle (PHEV), highlighting the vehicle’s “Friendly By Nature” credentials in an edgy new campaign. The new commercial is set to a composition by Flavio Ibba and Stefano Switala titled ‘Be Quiet Around’ and a chorus of jungle noises.
As the commercial begins with a 2022 Jeep Compass “S” (equal to the North American High Altitude model) 4xe driving on a dirt road through the jungle, before its “ELECTRIC” mode is activated. ELECTRIC mode provides a full-electric average range of 50 kilometers* at zero emissions. It is designed to maximize the electric driving experience through a different calibration of the HCP optimization algorithm. The car drives in the electric-only mode as long as there is sufficient charge in the battery. The system automatically switches to HYBRID mode when the battery is completely flat or when the driver kicks the kick-down. A top speed of up to 130 km/h (or 81 mph) can be reached. This is the ideal mode for traveling in city centers with traffic and emission restrictions.
The video then switches to a shot of the driver steering the Compass “S” 4xe through a lush jungle, before cutting to multiple clips of animals in their “natural” habitat. Leaving the jungle and driving along a dirt-lined canyon, the 4xe is pictured in the background of further animal clips before a shot of tortoises engaging in mating rituals with the text “Do Not Disturb” appears on the screen.
The final shot features a tracking shot of the Compass “S” 4xe driving overlaid with text reading “The New Jeep Compass 4xe Plug-In Hybrid, Friendly By Nature”, before showing the vehicle plugged into a remote charging point.
The campaign launched at the beginning of the month in the UK, across TV, Video-On-Demand (VoD), digital. and social media. The commercial was launched with Sky AdSmart and BVOD using specialist targeting to reach relevant households across the UK. The marketing campaign concept was initiated by Jeep’s in-house marketing team and implemented by Saatchi & Saatchi. Starcom handled the media buying around the advert and Saatchi & Saatchi will create social media assets to accompany the creative.
“With Jeep moving towards a more sustainable future, the Compass 4xe represents an important step in that journey,“ said Damien Dally, Managing Director, Jeep UK. “We wanted to create a memorable, tongue-in-cheek call-to-action that we can still explore and be adventurous without disturbing the environment and nature around us. With new premium tech and interior features on board, the new Jeep Compass 4xe has been driven by innovation and the needs of our customers. Delivering up to 240 horsepower with combined power and accelerating from 0 to 60 mph in 7.3 seconds, the New Jeep Compass 4xe PHEV still retains its 4×4 capabilities.”
The campaign has seen mixed reactions across various social media. What is your take? Let us know in the comments below or in the MoparInsiders.com forums.