Chrysler Group has launched a campaign for the 2011 Jeep Grand Cherokee this month that focuses on the spirit and craftsmanship that once made the United States the country it was. The campaign, created by the advertising agency Wieden+Kennedy of Portland, also introduces a new tagline for the brand—“The things we make, make us.”

The commercials play on the patriotism and values of a bygone era when personal pride was at the forefront of creating beautifully designed and well-built vehicles. This celebration of American manufacturing shows the evolution of the Jeep over the past 70 years.

The 2011 Jeep Grand Cherokee is the first all-new vehicle that Chrysler has made since the alignment with Fiat SpA.