Like many others, I’m sure, yesterday presented a difficult decision. When to get up for bathroom and food breaks! Thankfully, with the technological wonders of the DVR I didn’t have to make that decision. Also, like many others, we sat with our eyes glued to the tv to watch the commercials. There were three that were my very favorite – The Jeep/USO commercial, the Dodge/Farmer commercial, and the Budweiser Clydesdale commercial. To my surprise I awoke this morning to see quite the chatter about the Jeep commercial. There appeared to be quite the tizzy over the misuse of the troops for the gain of Jeep. *insert ridiculously loud sigh* You should know that my husband says I like to be mad, I like to fight and take on a fight. I’m slightly passionate, and very frequently emotional. So, I watched the commercial again, to make sure I wasn’t missing anything. Nope. I didn’t feel an overwhelming pressure to purchase a Jeep, there wasn’t any mention of APR financing, or the new 2013 models or anything. It was a sweet and simple commercial, saying all the things I feel and think. The specific intent of it was to announce the partnership between the USO and Jeep, as well as the Operation S.A.F.E Return program.
Operation S.A.F.E. Return is a four-point program. Jeep will provide the safe transfer of troops and supplies from USO centers as needed. They have also begun a Veterans Employment Initiative to aid in reintegration. Jeep will help sponsor homecoming celebrations, offering “a much need hiatus for our troops”, which they are calling “Freedom Adventures”. Lastly, they will be supporting the USO in its continuous care of wounded and ill troops, as well as their families and caregivers.
I asked Mr. Air Force, he wasn’t offended or annoyed, didn’t feel used or sacrificed to the all-mighty dollar. Maybe I am just an optimist (which usually isn’t the case for me), maybe the commercial accomplished it’s evil motive by emotionally overwhelming to the point where I didn’t realize it, and now all of the sudden I’m compelled to buy a Jeep (which I do love anyway). I don’t really think so. The commercial was great and I’ve very excited to see another partner of the USO, a large and profitable company assisting the troops. If Jeep is shamelessly using the troops, then I’m assuming Brawney (and their WWP commercials) is, as well as Under Armour. Is Tide taking advantage of the victims of Hurricane Katrina and Sandy to sell their product? They go out and wash clothes for people. What about AllState, and their commercials showing agents giving out Teddy Bears to children who have lost their homes? Shameless? Whatever anyone else thinks, I appreciate the fact that large companies give back. While it might set some at ease, its PR. Maybe its taking advantage….but would we be sitting here complaining about how these big companies don’t do anything if they didn’t make a commercial or PSA about the fact that they were?
I say, Thank You JEEP and Thank you USO, for Operation S.A.F.E. Return.
You can decide for yourself. Here’s the Jeep Commercial and the Dodge commercial just because I love it.