A Jeep means adventure

The new Jeep Grand Cherokee commercial came on TV the other day. Grainy historical footage of the Jeep’s roots in World War II segued into pictures of the American flag, moon launches, smiling babies and finally a look at the all-new 2011 Grand Cherokee. A total restyle of the soccer-mom standby SUV apparently called for a total restyle of the Jeep slogan: “The things we make, make us.” As Jeep slogans go, it’s pretty…um…limp. 

Now, to understand my lack of rah-rah spirit toward the new ad campaign, you have to understand something about Jeeps and the Jeep brand. They aren’t just another car to me or any other rabid Jeep guy or gal. If you’re happy with a set of comfortable seats in a tin box, rolling on four wheels, buy a Toyota Prius, or a Radio Flyer wagon, which probably has more legroom. A Jeep slogan should inspire the kind of people who want to buy a quirky brand of vehicle that really isn’t for the average tofu-and-sprout eater.