In Jeep's new global campaign for the 2017 Jeep Compass, the familiar robotic voice of a GPS denotes the ways that life can twist and turn in unexpected ways.
The ad, by DDB Chicago, shows millennials and young people taking decisions that change the orders set out for them by the GPS -- for example, "recalculating" when the person who determined to stay single till 34 is suddenly faced with an engagement ring, or another refuses to go straight to a steady job or to toe the company line.
It's this idea and voiceover that helps the ad, directed by Tobias Granstrom at RSA, stand out from the typical car spot or commercial aimed at millennials. The spot ends with the line: "Whatever the destination, with the right compass as a guide, there are a million beautiful ever-changing ways to get us there."
"The objective of our 'Recalculating' campaign is to establish global relevance for the all-new 2017 Jeep Compass within an extremely competitive CSUV category," said FCA CMO Olivier Francois in a statement. "We expect its message of life's journey moving us in many directions to resonate with our millennial audience while staying true to the Jeep brand's core value of freedom."
Following the debut of the 60-second spot, Jeep will add four 30-second product spots in mid-May. The global campaign will also feature customized creative for each region, which will launch over the summer.