For more than a year, the CMO of Fiat Chrysler Automotive (FCA) had a powerful piece of content hidden away in the dark recesses of his computer.

“More Than Just Words”, Olivier François knew, was the strongest piece of branding ever produced in support of Jeep. But in a marketing economy where the right spot/right audience/right place mix is critical to engagement, he was patient, waiting for just the right moment to release the two-minute video narration of the national anthem.

“I loved the fact that you could hear the words in your head,” François told delegates at the Association of National Advertisers’ (ANA) 2019 Brand Masters Conference. He recognized the strength of the “super-playful mind game” of the spot created by The Richards Group in Dallas, Texas, as quick-cut imagery flashed across the screen to capture the spirit of freedom, adventure, authenticity and passion … as well as the Jeep brand.