Good:

The voice over is excellent. It sounds like a national quality voice talent.

The Rest:

This 30-second spot tries to say so much that it ends up saying nothing:

– Jeep is “the standard”

– “The American icon”

– Non-nonsense dealer

– 3 models mentioned

– Non-commissioned Jeep experts

– Location

What is your Core Message — the one thing you want the targeted listener to hear, to understand and to remember?

I’d think it would be “non-commissioned Jeep experts.” That phrase implies a benefit — but does not make it Overt.

Does the fact that they’re not on commission mean there’s absolutely no haggling? They simply quote you their best price? (That certainly sounds wonderful, if it’s true.)

If “non-commissioned” is the big benefit, then that should be the only thing your commercial attempts to communicate.

If that’s not the most important message this spot is trying to communicate… Then what is?