Jeep in Australia is promoting the Grand Cherokee’s free satellite navigation feature with a print advertisement playing on the male fear of asking for directions. The normal fear of appearing to be clueless is compounded by the possibility that the direction-giver may well be deranged and dangerous. Nothing is left to chance. The barefooted hill billy holds a knife and stands on a verandah with a shotgun, chainsaw, dismembered baby dolls, animal traps and carcasses. A banjo rests on a Vacuum Oil Company crate, evoking the feel of the Southern Comfort movie.
“With free Sat Nav in every Grand Cherokee, You’ll never have to ask for directions again. Jeep.”