In Jeep's 2016, "4x4ever" Super Bowl ad, 4x4 Jeeps are represented by "blazing through the Trails of the Rubicon and Moab and living a life that is without boundaries around the globe" ("Jeep Celebrates 75 Years ... "). Lyrics were even written for the ad, called "4x4ever" by Morgan Dorr, in order to capture the importance and uniqueness of the car. Essentially, Jeeps "4x4ever" commercial argues that when you drive a Jeep 4x4, freedom and adventure become a way of life, and we see this through the effective uses of credibility, emotion, and logic.

From the audience's perspective it is easy to think that Jeep is a credible company due to its popularity, but it's more convincing for the audience to think of their credibility in terms of its long existence of 75 years. The ad informs the audience of this by writing "75 Years" at the end of the ad, as well as mentioning it in the lyrics. This convinces the audience that the automobile brand has been around for so long that it be well-liked and desirable. Additionally, the audience understand Jeep's credibility when the lyrics say, "for my country how it all started out," while showing footage of soldiers in WW2 driving Jeeps in war zones. This further proves that Jeeps have been around for a long time, as far back as WW2. In fact, Jeeps originated in 1941 to meet the U.S. Army's need for "a lightweight, all-terrain utility vehicle to replace horses and motorcycles" (Ellis). Due to America's respect for our soldiers, by using these men to represent their brand, a similar respect can be projected onto Jeep for successfully carrying these soldiers through war. That tone set for respect and trust in Jeep is what persuades the audience to believe in their ultimate argument, or in any of the arguments they make.

In terms of emotion, the upbeat guitar notes make the audience feel like the car is fun, yet at the same time the lyrics make them feel like they're driving it for a greater purpose. For example, the lyrics say that you should drive this car "for the fun of it because you know you can, and for the dares and the thrills that you've earned" (video). These lyrics provoke the feeling that you will be free and adventurous if you own the car, but also feel good about the "earned" experiences that come along with it. A similar feeling is triggered at the beginning of the commercial when the view from the camera appears to be on the front of the car, making the audience feel like they are the car themselves, through personification. The lyrics say, "4x4 by land, 4x4 by sea, 4x4 by air" while the car drives through roads, deserts, oceans, mountains, and almost everything in between. This view gives the audience a feeling of being in control and adventurous, which is exactly what Jeep is trying to argue here. Additionally, the commercial triggers the audience's emotions by making it relatable to all people. For example, the people in this commercial come from all different backgrounds and live in all different places around the world. Some live in places where it snows, while others live in the desert, or the forest for example. Almost every difference in types of people and types of landscapes are touched upon. They even show examples of people who are in relationships and people who are independent. This allows for every single audience member, no matter who they are, to put themselves in these Jeep owner's shoes. Further, this company intentionally differentiates itself from its competition. This is seen through the creation of the song, "4x4ever" because it is "an original track that the Jeep brand commissioned specifically for the spot, deliberately using an artist that wasn't widely known" (Cobo). So, instead of Jeep using the hottest actress and the latest hit in their commercial to persuade the audience, like most other companies, Jeep can be viewed as a unique brand, which in turn can often be more desirable. 

Lastly, the logic of this commercial is really tied together at the end when it says, "That's how we live. Four by Four Ever" (video). Visually, seven Jeeps are driven through a desert in the shape of a bottomless triangle, the fourth car being the point, which also emphasizes the term 4x4. To the audience this is interpreted that Jeep owners are like a cult and that they all live life to its fullest since they own these Jeeps. The message is, therefore, that if you as an audience member own and drive a 4x4 Jeep too, then you will live that same free and adventurous life. Since the audience believes they can do all of this, it must just be their non-Jeep cars that are holding them back. Also, this logic is emphasized by the official phrase, "4x4ever", which leads the audience to believe that once they purchase a 4x4, they will be never go back to another brand because they will stick with this one forever (video).

       After analyzing the effective uses of credibility, emotion, and logic, Jeep's argument is that when you drive a Jeep 4x4, freedom and adventure become a way of life. Not only is this seen through visualization, but the company also had a song composed to further persuade the audience of their argument. Through these visual and auditory analyses, the audience can see that Jeep is a credible brand, being it's 75th anniversary and successfully used dating back to WW2. They can also feel the emotions of a free-spirit through the lyrics and the adventurous vibes through feeling like they're part of the car from the camera's perspective. The audience is even easily able to see themselves driving the car, given that almost every type of person and circumstance was used in the ad. Lastly, through this combination of sight, hearing, and emotional feeling, the audience was able to understand the logic behind why driving and owning a Jeep 4x4 would allow for freedom and adventure to become a way of life.

