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
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
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