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Compass Advertising Still as Bad as Ever


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Compass Advertising Still as Bad as Ever

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The gang of Hip Hop-thumping bobbleheads that cruised town in television spots for the new Jeep Compass last summer are no more.

They've been replaced by City Man, a figure created from street signs and scrapped urban parts with a penchant for surfing and yoga.

The new print and television ad campaign, dubbed "Urban Playground," is aimed at young, urban buyers. A television spot -- showing a Jeep Compass zipping through urban streets, creating a swirl of wind that amasses urban fixtures to create City Man, began airing nationwide on Jan. 15. The 30-second spot showed up on the Web site, YouTube.com, on Friday.

"Urban Playground" may bring a fresh marketing spin to the Jeep Compass, launched last summer, but industry watchers say its message may be just as jumbled as City Man's body parts.

"I'm unclear on where we're going with this," said Jim Sanfilippo, an analyst with AMCI in West Bloomfield.

The Detroit News

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oh $h!. i can't believe they are this dumb!

that's almost as bad as this.......by the way, I think i was at this party. hell of a hangover the next day! 185hp! I learned some new tricks with my fold and tumble seats that night.

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this compass debacle is further proof that marketing as a profession is given too much cred in our world today. this was the result of people who have no clue about who is buying their product. its all about marketing people trying to outsmart themselves and be the end all do all. It's the product, stupid.

We need to stop letting marketing types run our country. this is the sort of stuff they dream up if left to their own devices.

No wonder our products in this country are crap to so many. We let beancounters, marketers, and 'executives' run our businesses these days, all to please Wall Street (the big bunch of schmoes), not CUSTOMERS.

Edited by regfootball
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oh $h!. i can't believe they are this dumb!

that's almost as bad as this.......by the way, I think i was at this party. hell of a hangover the next day! 185hp! I learned some new tricks with my fold and tumble seats that night.

Posted Image

this compass debacle is further proof that marketing as a profession is given too much cred in our world today. this was the result of people who have no clue about who is buying their product. its all about marketing people trying to outsmart themselves and be the end all do all. It's the product, stupid.

We need to stop letting marketing types run our country. this is the sort of stuff they dream up if left to their own devices.

No wonder our products in this country are crap to so many. We let beancounters, marketers, and 'executives' run our businesses these days, all to please Wall Street (the big bunch of schmoes), not CUSTOMERS.

I'll go on record with this defense of the Compass ads:

They're selling at a 48K/year clip, even with the mutant styling and piss poor interior...Jeep is going to end up selling 100K/yr. between Compatriots....not bad for a brand that will easily lose the 100k in Gcherokee/commander sales and will ultimately allow Chrysler to defend an historically high marketshare--

-And the ads are annoying, but the bobblehead/music ad is attention getting---just not a good Jeep-brand ad.

We sell everyone that comes in...and lots of non-car-types like the idea of a loaded 'Jeep' for 22k. I haven't seen 'em stacked like cordwood at the dealerships, yet.

I'll check production numbers...AN sez 10k+ built in January with the Patriot just starting build.

Edited by enzl
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