Australians say ‘I’m in’ to Jeep with next campaign via Cummins&Partners
Following the successful relaunch of the brand generating a significant uplift, Jeep Australia has released the next instalment of the ‘I’m in’ campaign, via Cummins&Partners.
Jeep is for those who don’t just accept challenges, they invite them. Shot in iconic locations the dryly observed portraits of Australian life show how it’s more than legendary capability and reassuring customer service that motivates a Jeep driver, it’s a bold, carefree attitude – a willingness to embrace any challenge with two words: ‘I’m in’.
The campaign is spearheaded by four commercials directed by Tim Bullock featuring the brand’s latest line-up of vehicles including the all-new Jeep Gladiator, taking us to every corner of the country.
Says Chris Ellis, creative director, Cummins&Partners: “The ‘I’m in’ platform is an affirmation for the brand, and a declaration that you’re up for a challenge. And that’s what every Jeep is built for. Backed by awesome product and an improved commitment to customer care, these commercials will address perceptions about Jeep in relatable scenarios with natural humour. And in the process, get Aussies calling each other ‘sea cucumbers’ en masse.”
Says Tom Noble, marketing director, Jeep Australia: “This is a brand trust campaign via a business transformation project and it’s delivering results. In the two months since launch, Jeep has grown sales year-on-year in a declining market. And this latest creative re-ignites and reassures in equal measure.”
Says Sean Cummins, chief creative officer, Cummins&Partners, “We’re excited to put the Jeep brand back into the heart of Australians’ passions, reopening the dialogue we started with consumers and creating permissibility once again.”
The integrated campaign continues across TV, digital, outdoor, social, in-dealer and press.
Client: FCA Australia
Managing Director: Kevin Flynn
Director of Marketing: Tom Noble
Senior Marketing Manager: Rachel Semmens
Marketing Manager: Samantha Lorenzi
Creative Agency: Cummins&Partners
Chief Creative Officer: Sean Cummins
Creative Director: Chris Ellis
Associate Creative Director: Adam Slater
Senior Art Director: Cam McMillan
Group Account Director: Josh Collins
Integration Director: Kara Brumfit
Integration Manager: Isaac Montebello
Chief Executive Officer: Chris Jeffares
Senior Planner: Brad Hill
Executive Producer: Karley Cameron
Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Producer: Julianne Shelton
Cinematographer: Danny Rhulmann
Production Designer: Aaron Crothers
Editor: Adam Wills
Online: Eugene Richards. Arc Melb
Producer: Freya Maddock
Colourist: Edel Rafferty
Sound: Final Sound, Ramsay De Marco
Producer: Pip Wright
Media: Starcom
Digital & Social: Digitas and Nicebike
41 Comments
LOL. What a comment.
Thanks for this work, it’s really helped affirm what ‘I’m in’ is meant to mean for the brand.
It means I’m in for going surfing in gnarly conditions.
Oh no sorry it actually means I’m in for getting a lift home.
Oh no it means I’m out of boring meditation so I can go motorbike riding.
Oh no it means I’m in for testing the 500kms worth of fuel and no spare tyre in the middle of no where.
Oops. We created a platform that we don’t really know what it means and is hard to write to as shown by the above car ads.
Rock solid spots!!
Well timed gags and the cars look sexy as hell 🙂
Nice work from Tim Bullock! Quite the master of car ads..
Everything that comes out sounds so smart it’s stupid.
Theses are great. Well written, well cast and beautifully shot.
poo.
Cracker! Well done legends.
These might be more ‘effective’ if each ‘proof point’ was supered as they were spoken, you know just in case someone misses the point.
Nice one Adam and Cam.
From the safe distance of luxurious retirement, phrases such as ‘creating permissibility’ (and many other examples) underline just how insular and cringeworthy adspeak is.
In adland, the most idiotic cliches can be rationalised, as can – in this case- the nonsensical campaign theme and line.
I’m out.
Boy we’re a long way from ‘bought a jeep’.
OK SO TWO GUYS IN HEAD TO TOE RUBBER ( WINTER WETSUITS ) AND THE OLD BLOKE IN BOARDIES (SUMMER)……WEIRD…… ALSO DEATH ON A STICK…ITS ABOUT THREE FOOT, AND LOW TIDE…. BASICALLY UNSURFABLE….. …. PLEASE LEAVE SURFING OUT OF AD- WORLD UNLESS YOU ACTUALLY SURF AND UNDERSTAND IT BECAUSE THE REST OF AUSTRALIA IS LAUGHING AT YOU…… KOOKVILLE.
Killer kook.
Point Break at Boat Harbour
Clown town
The outback and yoga spots are particularly strong – great performances.
In the two months since launch, Jeep has grown sales year-on-year in a declining market.
Wot?
You are a brilliant salesman. How you got a multinational brand to buy this and think that it was good work is a testament to your ability.
Wasn’t that the point – two kooks with all the gear and no idea? Which is why he called them sea cucumbers?
The productions are actually quite nice. However, the spots are let down by them being little more than a collection of unspectacular features and benefits shoehorned into corny dialogue and a generic and forgettable line. It would have been better to have just picked an up-beat track, shot some dynamic car sequences and added a voice-over. This campaign offers no reason to choose Jeep – a brand with a unique history and storied history.
“The ‘I’m in’ platform is an affirmation for the brand, and a declaration that you’re up for a challenge. And that’s what every Jeep is built for. ”
Yep, buying a Jeep certainly means you’re up for a ‘challenge’. I don’t imagine the self flagellation ads that were on air for a couple months really turned the needle that much.
Easy to grow coming off your shittest sales year ever: “In fact, Jeep sold more cars in one month – in December 2014 – than it has sold in the first seven months of 2020.” – Caradvice.com.au
I think C&P have actually done well. They literally have nothing to work with other than promises from a brand that let its product go to shit.
Your comment and seeing how much you care about strategy just made me really depressed.
@ SURF COAST LOCAL. Reminded me of the night I was a the Lorne cinema for the launch of Point Break (many, many moons ago.)
There was an absolute riot when ‘Bells Beach’ and Torquay came on screen. Sacrilege. Lucky the chairs were bolted down.
I’m not sure if you’re trolling, or you’re just that stupid.
Nice Bike were Jeeps production house. Have they been replaced?
What’s the fuss? They’re funny and charming.
‘I bought a Jeep’ always seemed verging on too basic to me. I never thought people would fall for the old 1950s technique of basically saying ‘hey everyone, this is popular!’ But, back then, it seemed to work, which reminded me how in the current ‘have a digital conversation’ times we sometimes overthink everything and forget the basics.
This campaign is in the same vein as ‘I bought a Jeep’, so who knows. (It might depend on how much damage has been done to the brand in the real world by bad service etc)
And , in terms of getting back to David Ogilvy basics, ‘I bought a jeep’ also had the brand name in the line. This doesn’t.
Not an easy brand to get right in any case so not a bad effort.
oh, and I laughed at ‘namaste!’
Personally the – I bought a Jeep ad – was aimed at women of all ages and images…. Even if we didn’t need to buy a boat… and an obvious successful ad. People still talk about needing a bigger boat
Each spot has a huge amount of story and dialogue, far too much. It’s poorly written and badly acted to boot.
Everything in here could be made into a case study of what NOT to do if you plan on making a compelling, entertaining and effective auto OLV/ Broadcast campaign.
Lovely work, great talent, locations, scripts, production etc. And wrapped into a simple thought. I’m in too, where do I get one?
Two thumbs up.
Can anyone tell me if there’s Capped Price Servicing?
I’m sure it was a tricky brief to cram so many proof points in every spot, and to Cummins credit, they did a good job.
It’s refreshing to see a campaign for a car brand that doesn’t take itself too seriously.
The cars, like their drivers are fun, outgoing and adventurous.
You got me – I’m in.
These are great, don’t listen to the haters. Clever writing around a shit pile of proofpoints.
Yeh brah, should’ve got Monster Children on these hey . Go hang ten you muppet because you missed the whole idea
…do not get enough credit in our industry.
Whoever ideated, as well as the animated that ‘I’m in’, transition into the jeep front, seriously, bravo.
Seamless out of something that should have been impossible to do without being janky. Flawless.
Ads are alright. Not worthy of the hate, but should have led with the mediation one.
I think the integration manager did a good job integrating this
I like ’em.
While you say “I’m in” is an affirmation statement, it looks like the iconic Jeep grill pattern to me. – imin
Who agrees?
What’s the name of that old surfer that talks to these two head to toe rubber suits?
Did you identify him?
Surfer spot is like a bad Point Break remake.
Hey looks, if you don’t surf, don’t start – to even try and understand.
How come no one can find me the name of that old surfer who says in the end “I’m IN”,
I’ve said it (and presented it) before, and I still say the perfect car brand and anagram for “I’m in” is Mini.