DETROIT, MI- The 2014 Jeep Cherokee made its Super Bowl debut during a scenic ad featuring adventure-seeking youths in the new vehicle.
The one-minute ad – the second for Fiat Chrysler Automobiles – was a continuation of Jeep’s “Built Free” ad campaign and centered around why the brand made the midsize sport utility vehicle.
“Where you go when you have the itch is free will,” says the voiceover for the halftime ad, called “Relentless.” “How you get there, is why we made the new Cherokee.”
The majority of the ad, as Chrysler has done in the past, was centered around the people in the ad rather than the vehicle. It showed breathtaking footage of people having fun from the beach to the countryside.
The commercial for Jeep, which also sponsored the halftime show of this year’s Super Bowl, was the second of three expected ads from Fiat Chrysler Automobiles.
The first ad from the new company – a combination of Chrysler Group LLC and parent company Fiat SpA – was a 90-second spot called “Strike” (below) for the luxury brand’s all-new Ghibli, Maserati’s first-ever midsize four-door luxury sports sedan.
The ad, reminiscent of previous Detroit-themed ads for Chrysler, featured a voiceover discussing how some people have overcome obstacles and “giants.”
There was a lot of speculation about what brands and vehicles FCA would feature in its three Super Bowl ads, which officials announced Friday.
Since emerging for bankruptcy in 2009, Chrysler has arguably revolutionized how automakers use Super Bowl advertising. This is the first time Chrysler has announced the ads before their debut.
FCA’s brands now include Chrysler, Dodge Jeep, Ram, SRT and Mopar, as well as Alfa Romeo, Ferrari, Fiat, Lancia and Maserati.
About a dozen auto-related companies and brands are expected to have national commercial during this year’s Super Bowl.
Super Bowl ads continue to become more important for automakers, as many spend millions on air time, production and talent. A 30-second spot during this year’s game reportedly averages $4 million, according to AdWeek and numerous advertising outlets.
Super Bowl XLVIII features the Denver Broncos versus the Seattle Seahawks at MetLife Stadium — home of the New York Giants and New York Jets.
Here’s a transcript of Jeep’s “Relentless” ad:
Are you among the restless many?
Each tick of the old clock,
a reminder, that stillness is what actually kills us.
When the walls close in, do you climb out?
When the road ends, do you go on?
Restlessness starts with an itch.
And ends in progress.
It is your ambition refusing to be bottled up.
Begging for a little blue sky time.
Genetics have a voice that you can only deny so long.
They scream “GO. RUN. ACT. FIND. DARE.
Where you go when you have the itch is free will.
How you get there, is why we made the new Cherokee.