Why Fiat Chrysler waited a year to air its most powerful Jeep ad

Jeep, an auto brand owned by Fiat Chrysler Automotive, ran a powerful spot based around the national anthem, a strategy that required considerable nuance from conception to execution.

For more than a year, the CMO of Fiat Chrysler Automotive (FCA) had a powerful piece of content hidden away in the dark recesses of his computer.

“More Than Just Words”, Olivier François knew, was the strongest piece of branding ever...