Image from Wrangler 4xe Jeep “Pale Blue Dot” ad
Nothing beats the idea of Carl Sagan. The man whose views on cosmos inspired millions of existential ideas, perhaps billions to billions of people, are now associated with one of the greatest reimaginations in the history of Fiat Chrysler Automotive. Appropriate.
With the Weepler 4xe available in the US, Europe and China, Jeep will launch a plug-in hybrid version of its iconic SUV next spring. To celebrate the powertrain transition in vehicles where electric propulsion wasn’t thought of so long ago, the company uses subtle pale blue dot monologue narration and images from the widow of Sagans, a famous astronomer. I was able to get permission.
The Fiat Chryslers 90-second pale blue dot ad will be released softly on YouTube earlier this month and will first appear on TV on September 22nd. View the famous image of the Earth taken by the Voyager 1 spacecraft from across Neptune as tiny bluish spots against a vast black space background. Sagans’ unique and even ghostly voice read the text of the 1994 book Pale Blue Dot: Vision of the Future of Humans in Space and magnetically turns the Earth into a dust mote hung in the sun. It is explained in. Astronomically appropriate music borrowed from Philip Glass and a montage of life scenes on Earth, including the jeep, effectively conclude the presentation.
The photo is from February 14, 1990, after Sagans’ idea was to give the world a unique perspective on his home planet. In 1981, Sagan, a member of the Voyager 1 mission imaging team, approached NASA in the lobby and turned the spacecraft’s camera to make the Earth last visible. This is after the first reconnaissance of the outer planets has been completed. The resulting image, where the Earth occupies only 0.12 pixels on the screen, was taken from more than 4 billion miles away and became known as pale blue dots.
The Wrangler is a small ship of its own imagination, Andreyan, the widow of Sagans, and a longtime collaborator told me. Wow, I thought I could have done something with the electric Wrangler.
Sagan is known not only for his thoughts on the universe and the ultimate reality, but also for Cosmos: a personal voyage. His 13-part series at PBS in 1980, in which Druyan was a co-creator. Sagan, who died in 1996, is based on pioneering observations about the runaway greenhouse effect on Venus and his pioneering observations based on the horrors of the 1960s when the Earth may be beginning to suffer. It was also an early and enthusiastic index of the idea. Similar warming.
In fact, in the company’s view, 4xe represents much more important than a Jeep technology upgrade, said Olivier Le Francois, Fiat Chrysler’s chief marketing officer.
For Jeep, this was really a new chapter for the brand and needed a powerful way to express it. We wanted Jeep to remain a leader in SUVs by not only being the most capable vehicle on the planet, but also the most capable vehicle to protect the planet during exploration. .. Move from point A to point B with the lowest possible carbon dioxide emissions, not the Prius or Fiat.
With a jeep, you have the DNA of adventure and freedom. In other words, our customers already have a relationship with the planet. But some may be flirtatious in the sense that they don’t want to think about the fact that internal combustion engines are contaminated. Some people have an open relationship with the planet, but I like burning cars. And some truly love the planet and nature, and these are the consumers we want to start with by appealing with the Wrangler 4xe.
The late Fiat Chrysler CEO Sergio Marchionne was very slow to warm up to the outlook for all-electric vehicles. Therefore, the notion that a company less than three years after his death introduced a hybrid jeep in 2018 is noteworthy in itself. But a fascinating fragment of the Pale Blue Dot story is, in fact, that Marquione saw and approved the ad before his death.
François originally approached Druian with a version of the video already in a can in 2017, seeking her commercial approval to use her husband’s material. He knew that he was jealous of what she saw as a sacred group of inspiration for mankind. It was the Apples iPhone TV commercial that consisted primarily of images taken by people around the world using the device that she had given similar permission only once.
Olivier wasn’t even the first agency or car company to come to me, Druyan said. Without exaggeration, Im said that for the past few years, there has been no week in our rights and licensing departments without any approach to that part. Many of them were commercial. Some of them were creative. But that was constant. People understand that the message is from this time and that this time is really urgent.
I first turned down François because I couldn’t show the actual electric jeep yet, even though I had a great commercial to show her. But when he finished his first call in 2017, Druyan said, François said, “I’ll be back. I knew I wasn’t the only one seeking a solution to climate change. I didn’t think I was alone. If I was just asking [Wrangler 4xe] It wouldn’t have happened.
As François recalled, Druian’s conditions were devastating. Yes, I sold it. Do an electric jeep now and call me. At that time, there was no talk of electric jeep.
However, the company and 4xe moved forward under Mike Manley, who was the chief of the Jeep brand under Marchionne and then succeeded his boss as CEO of Fiat Chrysler.
Druyan was pleased and remembered that François was able to call her in late 2019 and report that the Wrangler 4xe was imminent.
He called me and said, “Ann, we made you a car,” Dolyan said. And I was very excited about the Jeep Wrangler electric car. [Francois] Karl knew that we wouldn’t allow us to use his iconic message for something that just continued this very dangerous situation involved in climate change. ..
Currently, the Wrangler 4xe ad will debut on September 22nd, while the sequel to the original PBS series “Cosmos: Possible World” is airing on Fox. Druyan is the main producer of the new series. Each time an ad appears on Jeeps’ YouTube channel, the brand contributes to the Rainforest Nation Union and the Carl Sagan Institute at Cornell University.
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