The Things We Make, Make Us.

There are a couple of "Pro-American Spirit" campaigns out there in the ad world right now. Most notably the Levi's Go Forth campaign, with the Walt Whitman poetry/immigrant moxie/contemporary spirit approach. I really liked those. And for clothing brands, which go more aspirational, it makes sense to blend Walt Whitman and Larry Clark's Tulsa. We are young. Badass. "'Loving Freedom' means something different to us but we love it just as much as you" bit. It's good. It's Walt Whitman saying "Go Forth" with Denis Hopper thinking, "Fuck You".

But the other day, I recently saw this commercial for the 2011 Jeep Grand Cherokee. And while the demographic is different and the price-point higher, what I really enjoy about it is the voice over's ability to tap into a prevailing American malaise. An insecurity about the nation, our work ethic and faith in our collective future. There's a "Chin-UP!" feel in the end that is resilient yet modest. Encouraging but not Ra-Ra flagwaving and jingoistic. It sets a strong, well-balanced tone. A new favorite. Happy Post-4th of July.