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Writer's pictureWilliam Irvin Lewis

Narrative Marketing for SRT SUV "One More"

They say that opposites attract, but that normally doesn’t cover bringing an SUV to an event full of sports cars. And yet, here you are, in a lightly used mid-2010's Jeep Cherokee SRT, in a parking lot full of winged racecars and low slung exotics.

There is a rough course laid out with cones on the opposite side of the parking lot, and each of the vehicles surrounding you is taking turns to set the fastest times they can through the tight, undulating track. An official waves you forward, and you pull up to halt your large SUV at the line.

You grip the wheel, waiting for the starter to give you the go-ahead. He raises a hand, and his fingers begin counting down. Five, four, three, two, one…

With a thunderous roar your beast of a Grand Cherokee leaps forth from the start line, devouring the straightaway. An instant later, a hard corner is upon you, and you jab the brake and swing the wheel to wrench the massive truck through the corner. Hearing the tires whine, you feel the Gs as you pull through the turn, but the SRT's suspension has you planted like wheat in a field. You shift the beast’s weight with the gas and brakes, weaving through cones and charging down the few straightaways.

Suddenly, you reach the end. The other racers are shocked at what the timing board says. They have stripped down racecars and some of the greatest sports cars ever made, and you have a Jeep with heated and ventilated seats. As you come to a stop, a small hand grasps the side of your seat, from the second row.

You turn to see a child firmly belted in the seat behind yours, face appearing tiny inside their helmet. Their expression is much happier than your competitors’. "Can we do it again?


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