Shay 2.1

The things that make us Americans are the values we hold, and the things that those values motivate – and allow – us to do.

The things that make us over-consuming, debt-laden, and oil-dependent are the same ideas that Jeep has reportedly spent more than $1 million to tell us.

This ad has become the symbol of a sad and ironic commentary on our status as Americans, and as a nation and world leader. The Jeep ad touting the American identity covers up the results of the final match of the World Cup, something of great importance to many in the World, but arguably few in the US.

While the 2011 Grand Cherokee is, in fact, manufactured in the United States, it is built on a chassis that is sourced from the (non-American) Mercedez-Benz ML. What does that make us, according to Jeep's logic? Copycats? Johnny-come-latelys? It certainly doesn't make us out to be the innovators, leaders, and people of character that I like to envision when I think about what it is that makes us Americans.

So, Jeep – I would offer that your new ad is a catastrophic fail if the goal is to use American Pride to generate purchases. Our identity as a nation is not encapsulated in a $43,000, 13 MPG SUV that lacks interior space. Please, go back to the drawing board (and civics class) and put together a vehicle that calls to the American driving public because it's a great car, not because of some faux-patriotic appeal. If you need help, I'm sure Ford would be glad to help – they've been doing a great job of this the last few years.