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Jeep touts the JL Wrangler’s off-road prowess as company’s “manifesto” in new ad

Ross Ballot February 6, 2018 All Things Hoon 9 Comments

Much like they’ve done with removing the company name from the front end because “the seven-slot grille is the logo,” Jeep has concocted an advertisement for its all-new JL Wrangler that says it all by not really saying much. Take one brand-new two-door Rubicon, show it splashing through deep water and climbing the correspondingly wet ledges, and voila – advertising simplicity at its finest. No music, no visible people, no distractions; just a Jeep doing its thing, and showing off in the process.

As much a commentary on the JL Rubicon as a vehicle as it is on broad, sweeping statements made by car commercials as a whole, the Super Bowl spot takes aim at other automakers’ “all talk, no show” advertisements and in the process does so in its own way. The brand instead uses the Wrangler’s ability to tackle a decently difficult off-road obstacle to remind viewers of the company’s own so-called “manifesto,” which is accurate to an extent being that the company’s reputation is built on the mantra of unparalleled off-road capability. This is somewhat interesting (or is it ironic?) in that many of the JL’s changes over the JK it replaces are direct improvements to its street-friendliness; attention to NVH, creature comforts, and live-ability, as Kamil found out recently.

Still, it’s readily apparent that Jeep wants buyers to know that the Wrangler remains the company’s halo car, and that they still pride themselves on four-wheel-drive prowess above all else. It’s a good spot, and there’s no questioning that the Wrangler, especially in Rubicon guise, is an immensely competent wheeler with its locking diffs and electronically-disconnecting swaybars (among other slew of toys). That said, the driver definitely had some excess speed going into the water and in climbing the upper tier of the ledge, more so than I’d hit any of the aforementioned obstacles with, but it certainly looks good on camera. Take a look for yourself in the video above.

  • I wonder how much went into the preparation of this river fording and rock climbing stint. As Ross says, this isn’t how one would take this on a first try. Or a second try, or a third try. Fucker hardly spun a tire on wet rocks, did they tape sandpaper to rocks?
    And then it went WOT up the secondary rocks without so much as taking a glace on the best path.

    • FIne print says it was a man-made lake and waterfall. I’m guessing that had a lot to do with it. It all depends on how the cinder block falls, right?

    • Alff

      It’s a commercial. This looks much more impressive to the the casual viewer than it would if it were run more realistically.

      I did not see this commercial during the game. Did it run with standard legal disclaimers like, “Professional driver on a closed course, do not attempt this at home”/

      • Sjalabais

        The speed and gusto reminds me a bit of the videos I used to watch when I still had to sit at my kid’s beds to make them sleep…it all looks a bit Russian to me.

  • neight428
    • Sjalabais

      …and the prize for the most hooniversal answer of the day goes to…

    • Ross Ballot

      Looks impressive, yes, but the rock out in Moab is just about the grippiest surface you can find

      • neight428

        It’s the automotive equivalent of cheap sunglasses. When you don’t really care if the whole thing gets wadded up, you can’t even get it stuck!

  • Grant Linderman

    Anyone else think this commercial’s message was real weird given that FCA also ran this Ram Trucks ad?

    https://youtu.be/SlbY1tGARUA