Hipster anthem or meta jingle? Hard to tell in this new Jeep commercial for Renegade.

April 9, 2015


“This next tune is about a jeep…”

The X Ambassadors are an alternative rock band from Ithaca New York. Signed on the Interscope label, the band has toured with the likes Imagine Dragons and Jimmie Eat World. They’ve put out two records.

The only reason I know any of this is because I looked the X Ambassadors up on Wikipedia. Why did I do that? Call it intellectual curiosity. The band is featured in a new jeep commercial, for their Renegade model. Here’s the log line for the commercial, from site ispot.tv:

“The X Ambassadors load up for their tour and take on the road in the 2015 Jeep Renegade. The car has plenty of room for their gear, a bit of guitar practice, writing new songs and general road trip shenanigans. Watch as the alternative rock band members explore the country as they make their way to their show in Portland, Oregon.”

“Road trip shenanigans…” And they all end up in Oregon. How precious is that? But seriously, when I first saw this commercial, I wasn’t even sure if the band was real. I assumed so yet the lyrics to the song, which drives the commercial, seemed to be written exactly for Jeep Renegade. The tune is even called, Renegades. Here is what they used in the spot:

Long live the pioneer
Rebels and …
Go forth and have no fear
Come close and lend an ear


Living like we’re renegades.

Renegades…

Renegades…

Forget that Levis did this commercial way better, using Walt Whitman’s Pioneers! O Pioneers! My second reaction, however, is why I’m writing about it at all. That’s because I thought the client and its ad agency had either written a song or contracted a band to compose one specifically for the product; in other words, a jingle.

Horrors! O Horrors! I know calling this piece of music a jingle is perhaps harsh. But not when you consider how neatly the lyrics and pictures sync up. Or that vignettes of the band’s “shenanigans” fit Jeep’s aspirations of marrying hipster culture and the great outdoors to a “T.” Or that this somewhat motley crew ends up in Portland. Well, it’s all too damn perfect.

And that’s the problem with this commercial. Despite every effort made to not look contrived it hopelessly is. In the end these so-called renegades come off as trust fund kids taking a free ride in the cool ride dad got one of ‘em for graduation.

Go Forth, for Levis. If you’re going to take someone else’s words steal from the best!

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