On YouTube, Jeep yesterday released the full, long-form version of an Indian ad for the Jeep Compass compact crossover, and it’s very stirring – albeit almost completely nonsensical.
The three-minute ad is comprised of short, seemingly unconnected clips of Indian people partaking in various festivals and traditions. Through it all, inexplicably, a Jeep Compass rolls through, while a narrator informs us that “the tales of old have had their time,” and “now it’s your turn.” Because of course, if there’s one thing that makes a person think “Jeep Compass,” it’s henna tattoos and face paint.
The whole affair is very effective in the sense that it makes us really want to visit India, but quite ineffective in the sense that the Jeep Compass is a sort of unwelcome guest – an intrusion, really – in what is otherwise a colorful, beautifully-shot collage of Indian culture. Then again, this author is an uncultured white American with an unpronounceable Polish surname, who knows as much about Indian culture as he does nuclear physics; perhaps the ad plays differently to different audiences.
Whatever the case, you can watch the ad for yourself above.