NEWS: Delaney Fletcher unveils first Cherokee work

Delaney Fletcher Bozell has revealed a major new advertising campaign for the Grand Cherokee Jeep, the brand’s first pan-European advertising for ten years.

Delaney Fletcher Bozell has revealed a major new advertising campaign

for the Grand Cherokee Jeep, the brand’s first pan-European advertising

for ten years.



The Bozell network handles the Cherokee account across Europe, but

Delaney Fletcher was chosen to create the new pounds 25 million

campaign.



The advertising is designed to underline the Grand Cherokee’s upmarket

credentials, positioning it head to head with the Range Rover.



The ads, created by Greg Delaney and Brian Stewart, were photographed by

the artist, Michael Kenna, who is famous for his black-and-white

landscapes. The campaign continues the duotone look of the original

Cherokee press work.



The pictures were shot in the US, with different American towns being

selected as locations because of their association with the different

qualities of the Cherokee. Locations included towns with names such as

Superior, Power and Freedom.



Mark Lund, the managing director of Delaney Fletcher, said: ‘We wanted

to emphasise the connection between the Jeep and the American

wilderness.’



The campaign breaks this weekend in the UK, backed by a pounds 3 million

spend, and will be used across Europe over the coming weeks.



The media strategy is entirely focused on the press, with TV considered

to be too populist for the brand positioning. The schedule devised by

Delaney Fletcher’s media operation, 20/20 Media, is tailored to the

upmarket imagery of the ads, according to Paul Woolmington, 20/20’s

managing director.



Double-page spreads will be used for the first time in newspapers such

as the Sunday Times to enhance the brand’s stature, Woolmington said.

Ads will also run in colour supplements.



The magazines used, which include titles such as the Spectator, were

chosen for their upmarket profile.



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