Jeep Liberty Advertising To Be Altered

Date 2001/9/18 0:00:00 | Topic: Liberty

DaimlerChrysler has announced that their advertising campaign for the 2002 Jeep Liberty will be altered due to the terrorist attacks in New York, Washington, D.C., and Pennsylvania last week. Here's a snippet from Yahoo! News:

Advertising reflects life, and after the deadly attacks on the World Trade Center and the Pentagon, ads are matching the somber mood of the United States, with corporations using full-page newspaper ads for condolence messages instead of sales pitches.

``How can you run the usual ads because life will never be the same again,'' said Hayes Roth, vice president of Americas Marketing at Landor Associates. ``You can't speak in the same voice again.''

``There has to be something that acknowledges it,'' he said.

In sharp contrast to the usual barrage of breezy commercials selling everything from soap to sport utility vehicles, advertisers are pulling back on campaigns after last week's attacks on New York and the Pentagon.


Advertising giants like PepsiCo Inc., Procter & Gamble Co. and Ford Motor Co. have either put their campaigns on hold or are changing their ads to make them more suitable in light of last week's tragedy.


Ford Motor Co. is planning to pull a print ad for its Lincoln brand, which shows the New York skyline with the Twin Towers, Ford spokeswoman Paige Johnson said. The ad has already made October issues, but will not run from November.

DaimlerChrysler is planning to alter its print and television ads for the new Jeep Liberty, which also show the Manhattan skyline, said spokesman James Kenyon.

In the past few days, the company has advertised only a little and does not expect to resume normal advertising until next week at least, he said.


Landor's Roth said advertisers might want to look back to the 1940s and the Second World War to see how people advertised then to reflect that they understand the difficulties people are facing.

``You can't look at an ad from the '40s that doesn't have some reflection that other people were doing mighty things.''

Advertisers might want to include an icon in their ads that acknowledges what people are facing at the moment or might in the future, he said.

Advertising executives say they expect the advertising trough to continue for the time being as people come to grips with the tragedy and its aftermath.

``There is going to be an interval until people know what kind of market they are marketing in,'' Optimedia's DeWitt said. ``I doubt if anybody wants to see kids dancing on the beach drinking sodas on their television sets,'' he said.

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