Car commercials can go a lot of directions, cover a lot of points, and convey a larger message in a short period of time. However, there's ultimately a limit as to how "deep" a commercial can be without confusing the viewer or distracting them from the product. In Jeep's new commercial for the 2017 Compass, the brand's ad men test those boundaries. Not in an edgy or rebellious way, but more in a "Hey man, that's deep..." kind of fashion.
Jeep's new commercial for the Compass called "Recalculating," emphasizes the unpredictability and adventure of life—and how the Jeep Compass will be there for you every step of the way. Sounds great, and we fully support that ethos—but only if Jeep kept that heavy thought as light as possible in the commercial. Instead, this Jeep ad dives deep into unexpected pregnancies, quitting (or possibly being fired from—it's not really clear) jobs, and many other sober, heavy-duty life decision all in the span of a 60-second commercial.
I understand that those unexpected journeys are what makes life beautiful, but it is a little weird having them front and center in a car commercial. At no point dealing with an unexpected pregnancy or failed home investment would I think, "Whelp, at least I have my Jeep." Life is an adventure full of unexpected turns, Jeep is a great brand, and these two ideas can come together—this commercial just seems to be a little too aggressive about it.
The 2017 Jeep Compass is currently on sale and starts at $20,995. The Compass utilizes the 2.4-liter four-cylinder TigerShark engine pumping out 180 horsepower. According to Olivier Francois, chief marketing officer of FCA, the Compass and the "Recalculating" commercial is targeting the millennials. Speaking as a millennial...I don't get it.