Imagine a new life. Imagine dropping everything to run away to a place you have never visited before and starting over. Imagine getting there. What would happen there? What would you see there? What would you do there? How would it impact you? Jeep attempts to answer all of these questions with it's commercial for the 2015 Jeep Renegade. The first Jeep manufactured vehicle to be built entirely outside of the United States is the Jeep Renegade. It is currently being sold in South African, European, North American, and Brazilian countries (Wikipedia). The commercial is almost as diverse as the markets it will be sold in. It features scenes from around the world and impactful music that coincide with a catchy tag, a line that reads, "The world is a gift. Play responsibly." The word "renegade" means one who deserts and betrays an organization, country, or set of principles. Jeep is not telling the viewer to "play responsibly" at all, instead, by using the footage and music choice, Jeep is telling the viewer to get out of their comfort zone and push the limits. Try something new. Do what scares them. Jeep is telling the viewer to dare to be different.

The fastest way to make someone want to do something is to show him or her what he or she is missing. That is what Jeep is trying to accomplish with the scenes from not only the United States, but from all around the world. Even though each clip is from a different place, each one has one common thread. Each clip is filmed in very soft lighting. This creates a warming effect that is welcoming to the eye, but this effect has a two-fold effect. The first being how comforting it makes the viewer feel and how soothing it is. The second is how it connects the entire world. Every place in the world has a sunrise and a sunset. No matter where you go you will always have that sense of home by looking to the sky at dawn and dusk. The footage shows scenes ranging from the coasts of California to the Grand Canyon to the Gulf of Mexico and everything in between. It creates a sense of wonder and longing for what is out there. This sense of wonder brings all people together. The commercial features people of all ages, races, and nationalities. This is to make all people feel included in this quest for "living responsibly" or in the case of his commercial, going out and seeing something you have never been before. There is, hopefully, not a single person in the world who is content with all they have seen. Due to human nature, the human race is programmed to never be satisfied and to always want to see and find out more. Jeep is trying to engage that part of the viewer. The side that is not content and wants to spend money on their product to take them there. This commercial is banking on people who are willing, and have the means, to drop everything that they are doing and buy a car for around $20,000 (Collins) and travel to the ends of the earth in search of that "peace". What is responsible about dropping everything that has to be done and traveling? Nothing. And Jeep loves it. It thrives on that irresponsibility.  

Music is a way into a person's soul. It can switch a person's mood from happy to sad with a change of a tune. The music in this advertisement weaves its way into the viewers subconscious. This version of "This Land is Your Land" is so calm and mellow that it creates a sense of security and familiarity in the viewers mind. These feelings are associated with home and stability. For a person to be comfortable in their car, they need to feel at home in it. Jeeps are known to be rugged, manly off road terrain conquering vehicles, and Jeep is trying to change that frame of mind with this vehicle. Jeep is wanting to accommodate families while still pushing the limits. They are doing that by letting their vehicles be more family friendly, but still having an air of danger about them. Is it responsible to get an off road vehicle with big wheels by a brand that is known to flip at the slightest gust of wind as opposed to a sensible mini van? Probably not, but Jeep is marketing to the new kind of every day man. The man that can spend his mornings cutting trees with a chainsaw and his nights playing dress up with his little girl. This new type of man is the new American dream and Jeep wants to be the center of it. Not only is Jeep trying to obtain the new sense of Americana, but they are trying to incorporate that from not just our boarders, but to boarders all over the world. Even though the first verse of the song only alludes to American destinations in the lines "This land is your land/ This land is my land/ From California to the New York island/ From the red wood forest to the Gulf Stream waters/ This land was made for you and Me", the commercial actually is wanting the viewer to spread their wings wider than that. During that part of the song, they only show scenes from what are assumed to be American destinations. As the next verse starts to sing, "As I was walking that ribbon of highway/ I saw above me that endless skyway/ I saw below me that golden valley/ This land was made for you and me" the areas became vastly more diverse; these words along with the footage shown makes for a feeling like no other. Jeep wants the viewers to be able to climb into one of their automobiles and go from coast to coast and see what all of the world has to offer. This music tells the viewer that it is okay to do that, that a sense of adventure is just what they need. 

With the markets it is being sold to, the Jeep Renegade is made to push boundaries. By the name choice, the music choice, and the footage choices, the Renegade was set up to be different. It was made to be an edgy, fun family vehicle. Although the commercial made it out to be a "responsible choice" it was actually quite the opposite. The manufactures wanted the buyer to purchase that car and make a difference in their lives. They made the owner want to feel like they could do what ever they wanted and travel as far as they please. Jeep is a for-profit company and is pushing their products on a certain kind of market. Their market is anyone with a sense of adventure, and they have the perfect product for them. 

