Jeep: 2014 Grand Cherokee - Pull/Ethnography

Jeep is notorious for commercials that go above and beyond, in advertising lingo we call this "pull" advertising.  For obvious reasons, Jeep wants you to feel the emotion that comes with the Jeep tradition.  Above all else, they want you to remember that Jeep is all that is American.

Ethnography is a description of a society's customary behaviors, beliefs and attitudes.

In this Jeep commercial they use Al Pacino's quote from Any Given Sunday, which is notorious for motivation, "pull".  However, what sticks out more than anything in this commercial is when they go on to describe how every inch, every mile they chip away to refine the craftsmanship that goes into making the American Jeep.  Mean while, the video portrays hard working American's who seem to take great pride in their craft, which we are to believe Jeep does the same.

American's, the fathers of hard blue collar working = Ethnography.


2014 Jeep Grand Cherokee Commercial