Chrysler’s national advertising campaign for the all-new 2014 Jeep Cherokee will start tonight with a 60-second commercial set to the background Bob Dylan singing “Motherless Children.”
The commercial shows children playing, hiking and exploring a number of remote locations while a recording of Dylan from 1962 plays in the background, and a narrator talks about the desire for travel and adventure.
“You found tools to satisfy your curiosity because you wanted to see more and do more,” the narrator says.
This is the first time since 2001 that the Cherokee name has been in the Jeep lineup. Chrysler retired the historic name 12 years ago but brought it back for the new model, which replaces the outgoing Liberty.
With off-road capability and better fuel economy than the Liberty, the Cherokee is being pitched as a tool for people looking for adventure.