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 produced in support of Jeep. But in a marketing economy where the right spot/right audience/right place mix is critical to engagement, he was p