Jeep and the Fashionista?

Sorry I'm playing the catch up game on my blog so this isn't a new campaign but as a old Wrangler owner and an art director I'm thinking Jeep is missing the mark with their new "I live. I ride. I am" campaign. The Jeep Wrangler has a long history of getting old and dirty just like their owners. They are the original sport utility that was designed to be easily customized or fixed in your own garage. I understand that they are going after a demographic aren't typically Wrangler owners. They've gotten rid of the all the dirt and grit that comes Jeep owners love to get themselves into have picked women who spend as much in a beauty salon each month as they do on their car payment. I was honestly confused when I saw this ad.

Women who drive wranglers have their own sex appeal and the current campaign is way off it's mark. They are not the girly-girls that rely on trust funds. I want to see the woman that knows how to wear a baseball hat that isn't pink. She knows the smile and the wave that all wrangler drivers give each other, because she's a bit of a DIY girl and knows how to handle any situation. That is what the true brand perception of Wrangler. It's going to get done right and it may get a little dirty, but that's okay.