It is a good notion to consider artists whose muses come with a six-cylinder engine. Putting such artistic plots in promoting the Jeep Liberty is an effective way to capture the target African American and Hispanic consumers.
This type of marketing is a way to captivate the target consumer, not only on the technicalities of the product, but also on the more humane level. This takes into consideration that African Americans and Hispanics have strong traditions in artistry.
The first film spot show how self expression is set in an art class. A teacher encourages her students to do self-portraits that will enable the teacher to see their inner self. Voila! A neophyte artists depicted portraits showing herself at the wheel of a Jeep Liberty. Seeing this, the teacher nodded admiringly and says: “now that’s what I’m talking about!”
Another spot depicts a young Hispanic artist driving through a city and works on a mural covering the side of the building. His artwork is clearly seen as a theme on liberation – an image of his new Jeep Liberty.
These artistic productions were made by Hank Benson of Avalon Films, conceived by Detroit agency – GlobalHue. The conceptualization was done by the staff of GlobalHue, who are fine artists themselves. Thus, the spots were made more realistic and compelling by that fact.
Since they wanted to capture a specific market for the Jeep Liberty, it is important for the spots to be felt with honesty and authenticity. Thus, Benson spent a lot of time interviewing painters and street artists. This helped him in the casting and art direction. Such that, the actual shoot for the spots really flowed, as in real life drama.
Even the locations were chosen by keeping in mind the essence of the stories depicted in the spots. New York City was finally chosen for its having a strong connection with the fine arts, became another character in the stories. One of the best considerations for choosing New York was because there’s art at every corner of the city – on the walls, sidewalks, store and restaurants.
The rhythms for the spots were also attuned to the reality it wants to capture. The art class spot had the feel of hip hop or tap, while the Hispanic spot was more like a tango or salsa. These make the spots an art piece with elements of dance, painting and theater.
There is an explicit complexity in both the spots’ art direction making it a very subtle marketing ploy that would not only encourage consumers but also give them a chance to pick up something new and fresh.
The Avalon Films’ offices are located at 33300 Thomas St., Farmington, Michigan 48336, and at 1501 Colorado Ave., Santa Monica, CA 90401. If you need further information, call (248) 473-9295 or (310) 394-8300
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