Jeep's Advertisement for the 2013
Super Bowl was incredibly touching; it gave me the shivers, and I am not from
the United States. This advertisement speaks to every American watching the big
game. The Super Bowl is only celebrated by Americans and before it begins there is
a small celebration that expresses American Patriotism. While singing the
national anthem, the cameras play a live recording of the American troops
singing the anthem too while they are watching the game. “America the
Beautiful” is performed and the jets fly over the stadium. These are all ways
in which Americans express their freedom, their independence and their love of
their country.
On this particular advertisement,
Jeep did not focus their message on promoting the car or its features. They did
not give a list of reasons why they are superior to their competitor. Instead,
they used their position as sponsors of the US military to appeal to every
viewer. Oprah narrates: “When you are home, we are more than a family. We are a
nation. We are a nation that is whole again.”
Choosing Oprah Winfrey as the spokesperson for this commercial was a
smart decision because she is an influential woman. Everyone knows her and she
has great credibility and the commercial will have an impact on its viewers.
They appealed to the nation’s sense
of pride and love of their country. This was a very emotional commercial, even
for someone that doesn’t have a family member in the military. Every American
can relate to it because this country values family unity and as the military
is sent to fight a war, many families are left incomplete.
By listing everything someone gives
up to fight for their country and protect its citizens, Jeep reminded the
audience that they are in this fight as well. By sponsoring the military, they
are positioning themselves as a caring organization. They didn’t have to
mention any features or even their brand name to deliver a meaningful message.
They were clever and positioned themselves as military companions. In this way,
if Americans love their military, Americans must love Jeep too.
For all of you who haven't seen this commercial, watch it below. It will really move you.
For all of you who haven't seen this commercial, watch it below. It will really move you.
I think choosing Oprah was a genius idea for Jeep. Oprah is arguably the most influential woman in the world. By having her narrate the ad, Jeep gains instant credibility. Her voice alone is recognizable enough to keep viewers interested in what she was about to say.
ReplyDeleteJeep also used one of the most powerful emotional appeals. The overall patriotic message of the ad hits home with a lot of viewers. Whether someone has a family member in the military or not, everyone respects and admires the military. Jeep targeted the heart over the head, and i believe the emotional impact the ad has will prove successful.