Jeep Cherokee ad uses Mars footage

Delaney Fletcher Bozell has rushed out the first commercial to use film footage from Mars.

Delaney Fletcher Bozell has rushed out the first commercial to use

film footage from Mars.



The film for the Jeep Cherokee spot was turned around in three days and

uses original shots of the red planet taken by Nasa’s Pathfinder rover

last week.



Greg Delaney and Brian Stewart, Delaney Fletcher’s joint creative

directors, came up with the idea of making a commercial based around the

Mars expedition last Thursday evening. By Friday the ad was in

post-production at the Mill. It will air for the first time in the

centre break of Thursday’s Channel 4 News.



The film opens with hazy images from the planet. Two American television

commentators start to discuss the alien terrain.



’Just surviving this will be an achievement,’ says one. The other

agrees: ’It’s an amazingly harsh environment.’ The commentators start to

get more excited. ’Here comes the vehicle,’ yelps one, as a Jeep

Cherokee, which has been superimposed on top of the original footage,

bounces into view.



As the Jeep drives over the top of the Yogi rock, which the Pathfinder

has been analysing for the past week, the commentators gush: ’There she

goes. Beautiful.’



Mark Lund, Delaney Fletcher’s managing director, commented: ’Everyone

has been looking at the Mars Pathfinder on the news and the wonderful

footage it has taken. We felt it was the sort of environment in which a

Jeep would thrive. The Jeep Cherokee is a car born for the greatest

wilderness in the world - the American wilderness. So, if there is an

even greater wilderness which is out of this world, then the vehicle

must be born for that as well.’



The agency, which handles the account worldwide, hopes to run the

commercial across Europe and in the US later this week. Media planning

and buying is through BJK&E Media.



This is the first time a commercial for the Jeep Cherokee has run in the

UK.



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