JEEP CHEROKEE: EMOTIONAL & RATIONAL

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Released:	October 2004
Advertiser:	CHRYSLER JEEP
Brand name:	JEEP CHEROKEE
Agency:	CONTRAPUNTO
Country:	Spain
Category:	Cars & automotive services
Tags:	Madrid

Credits:

Advertising Agency: CONTRAPUNTO, SPAIN, Madrid
Creative Director: Antonio Montero/Carlos Jorge/Félix del Valle
Scriptwriter: Félix del Valle
Account Supervisor: Alvaro Fernández
Advertiser's Supervisor: Jaime Fernández


Script in English
VO: This is an advertisement for cars and falls into two clearly distinct parts. One rational...

MV2: Jeep Cherokee for €25,000

VO: ... And the other emotional...

SFX: Wolves howling.

(Emotional and rational proposals are mixed rapidly, till we can hardly understand anything).

VO: Rational...

MV2: €25,000.

VO: Emotional...

SFX: Roll of thunder.

VO: Rational...

MV2: €25,000.

VO: Emotional...

SFX: Elephant, thunder.

VO: Rational...

MV2: €25,000.

VO: Emotional...

SFX: Cock crowing.

VO: Rational...

[etc.]

[SFX cut]

VO: So as you can see, the advertisement is better understood if we separate the messages. Rational...

MV2: Jeep Cherokee for €25,000

VO: Emotional...

SFX: Wolves howling.
Script in Orginal Language
Loc. 1: Este es un anuncio de radio para coches con 2 partes claramente diferenciadas. Una racional...

Loc. 2: Jeep Cherokee desde 25.000€.

Loc. 1: Y otra emocional...

SFX: Aullidos de lobos.

(Empezamos a mezclar el precio y los efectos, hasta que prácticamente no se entiende nada.)

Loc. 1: Racional...

Loc. 2: 25,000 €.

Loc. 1: Emocional...

SFX: Elefantes.

Loc. 1: Racional...

Loc. 2: 25,000 €.

Loc. 1: Emocional...

SFX: Gorilas.

Loc. 1: Racional...

Loc. 2: 25,000 €.

Loc. 1: Emocional...

SFX: Burros.

Loc. 1: Racional...

Loc. 2: 25,000 €.

Loc. 1: Emocional...

SFX: Jungla

Loc. 1: Racional...

Loc. 2: 25,000 €.

Loc. 1: Emocional...

SFX: Gallos.

Loc. 1: Racional...

Loc. 2: 25,000 €.

Loc. 1: Emocional...

SFX: Viento.

(Dejamos de oír los efectos y volvemos al locutor)

Loc. 1: Como ven y en aras de una óptima comprensión del anuncio, es mejor separar los mensajes. Racional...

Loc. 2: Jeep Cherokee desde 25.000 €.

Loc. 1: Emocional...

SFX: Aullidos de lobos.
Brief Explanation
This promotion is for Jeep Cherokee. We offered a completely equipped Cherokee at a really good price but we could not forget the brand spirit. That´s why we divided the ad into two clearly distinct parts, one rational (the price) and the other emotional (brand name image).