Part of the selection process involved Francois sitting with Old Dominion members to ensure the song would work for them. The authentic feel he sought couldn’t exist unless the band was comfortable with the song.
After deliberating with the band, Francois settled on “Young,” a song penned by contestant Katelyn Tarver. Francois selected it because he could visualize the commercial.
The spot, which featured Tarver, centered on a middle-aged couple driving a Wrangler as flashbacks to their younger selves were interspersed to match the song’s youthful theme.
The song also got Francois thinking about inclusiveness, a brand value that FCA CEO Mike Manley had explained to him. Francois was attracted by the song’s concept of wanting to be young, which he thought older buyers could relate to.
“At some point I heard the song and I said, ‘Now I exactly understand what inclusive means,’ ” Francois said. “That’s one of the dimensions of inclusive, meaning people, like me, who are no longer…
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