“This Land is Your Land”
I’m one who generally mutes commercials and disengages from television viewing until the ad assault is over. However, I made an exception during the Super Bowl… and paid attention.
Because I was curious to see what would be presented in the once-a-year phenomenon when advertisers put their best ‘ad-foot-forward’ and pay high-stakes dollars to the Super Bowl sponsoring network to do so.
I appreciated the positive social comments many advertisers selected to elicit feel-good responses from viewers: being a great dad, finding joy in being a girl, sharing love with others, building self-esteem by stopping bullying…
The Jeep commercial grabbed my attention; and, in my opinion, was the best of all that aired Super Bowl Sunday.
I’ve never watched an SUV ad that shows respect, awe, and compassion for the land the vehicle traverses. An aggressive, mud-splashing, tear-through-the-wilderness, to hell with habitat theme is the stereo-type I would expect to see in this genre of advertisement.
What Jeep did was startlingly impressive… ad writers brought Woody Guthrie’s infamous song in touch with the twenty-first century. As Woody’s song fit the politics of the time in the1940’s, so too does it in today’s world. Many folks were enraged that Jeep dared to include “this land is your land” photography that extended beyond the borders of the United States. Others pointed out social references to private property and hunger that Woody wrote about in two less well known verses … and cursed with profanity that Jeep should use the iconic American folksong in the context of global places and peoples.
Where critics of the commercial fail is in not recognizing the significance of messages at the advertisement’s end:
- “The World is a Gift. Play Responsibly,”
- “Water is life. Help provide it.”
Granted… Fiat Chrysler is in the business of selling cars. With that said…
Is it possible that this is a commercial with a conscience and a purpose beyond selling cars?
Could this be a keystone corporate move to suggest and to model responsible environmental/ecological/social behaviors using an advertisement as the medium to deliver vital messages that affect the Earth’s well-being?
“This Land is Your Land, This Land is My Land” can be interpreted to mean land belonging to all organisms that depend on the world for survival. Play responsibly bestows a sense of stewardship that needs to happen all over the world if we hope to look forward to a future where Earth retains the ability to sustain life systems and resources.
The commercial suggests a starting place… water.org
Have you linked to their website? If you did, you would see-
Water.org is an international nonprofit organization that has positively transformed millions of lives around the world by providing access to safe water and sanitation. Water.org pioneers innovative, sustainable solutions to the global water crisis, giving people hope, children health and communities a future. The Jeep® brand is proud to support their work.
Is the Jeep Super Bowl Ad … a glimmer of environmental and social sensitivity?
You be the judge… I’d love to hear your reaction.