According to a new advertising campaign launched by Jeep, there are no such factors as dents or scratches on a auto but only memories. The carmaker hopes that this message will aid to reverse declining sales in the United States.

The 1st industrial released by means of this campaign is aptly titled ‘Dents.’ It follows the owner of a WK-generation Jeep Grand Cherokee who is in the procedure of packing up his belongings from the SUV prior to passing it on to his daughter. In the procedure, he begins to notice the dents and quickly recalls the memories that triggered these dents. They consist of a scratch on the roof he triggered whilst attempting to drive beneath a low-hanging tree and a rip in the rear seat triggered by the family’s dog.

Jeep says it has launched the campaign at a strategic time, appropriate when numerous young college students are heading to university and getting the keys to the old vehicles of their parents.

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“Dents’ follows our Grand Cherokee through the various stages of its family’s life, making meaningful memories through the dents and scratches it receives over the years,” Stellantis North America senior vice president Marissa Hunter commented. “For our owners, their Jeep Grand Cherokee is much more than a mode of transportation, it is a member of their family playing a pivotal role in their own life journey. This emotional connection has been built and fortified over decades and now with the expanded lineup, we truly have something for everyone. In our film, as we usher in the electrified model, careful consideration is given to keeping traditions alive as the keys and the memories are passed down to the next generation.”

While lately speaking with Auto News, Stellantis advertising chief OIivier Francois mentioned the concentrate of the industrial is to develop brand loyalty. That’s one thing the brand wants as firm sales are down 12% this year in the United States regardless of a 13% acquire across the market as a complete.

Jeep has also dropped a separate industrial for the Jeep Wrangler. This ad shows the numerous colorful paint possibilities of the Wrangler as nicely as its off-roading credentials and adventurous spirit. It’s set to Tupac and Dr Dre’s ‘California Love’ which Francois says “embodies exactly the spirit of Wrangler.”