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
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
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
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.