Aussie surfer Ben Wilson rides world’s largest kite surfed wave for Jeep via CumminsRoss
June 23 2011, 2:21 pm | | 16 Comments
Jeep Australia, via agency CumminsRoss, Melbourne, has launched the second installment of its ‘Don’t Hold Back’ campaign to celebrate Jeep’s 70th anniversary.
16 Comments
Forgive my cynicism, but I question the basic premise of this campaign. What exactly has not holding back got to do with the decision to purchase a car, and specifically a Jeep?
It’s interesting. I’m just not sure if giving up all of the US heritage of the brand for a new line and an extreme sports vibe (nicely shot) is the best way of selling the product. Sometimes the best ideas are territories rather than concepts. Stick Red Bull on the kite and it would work. Stick Red Bull on the genuine heritage of the brand and I’m not sure it would.
What about the line, “Go everywhere. Crush everything.” Now, that’s an American brand with a believable claim.
Maybe… It’s based loosly on the relationship Landrover struck with Quiksilver in the Road to the Pro Campaign. Which had a more planned execution than sticking a logo on a kite and using the footage for PR.
http://mediafederation.org.au/node/488
I haven’t seen any of the other parts of the Jeep 70year campaign, however I think there is more they could have done with this to tie it back to the market they are shooting for.
‘World’s biggest wave’. Should go down a treat at Cannes next year.
Funny seeing as though Cloudbreak is only accessible by boat and not by car. Made me want to go to Fiji more than by a car.
Hmmm, wonder if they’re moving many cars?
Spot on, Ted. But I’m baffled at how can someone with such an intuitive feel for advertising can produce dross like that latest cringeworthy all-singing all-dancing nonsense for Coles.
Dudes with big balls who fly kites into big swell seek big adventures in a Jeep?
Probably.
I like it. I like it avoiding the predictable american angle. And I like the theme. Effortless to write to. Well done CumminsRoss
Makes me want to go for a surf. In fact, I’m going now! But it doesn’t make me want to buy a Jeep. Sorry!
I just think using the same old formulas like ‘just as so too’ and ‘borrowed interest’ is a lazy way to sell a car. People only use these formulas when there’s nothing great to say about the product. And I’m sure there are great things to say about a Jeep.
Thanks for the comment, Sean.
6:34, since you ‘like’ the ad so much (and obviously wrote it) could you explain exactly what the ‘theme’ is and how it sells Jeeps.
What’s hard is finding the freshness in a brand’s heritage. That’s why the Boag’s Tassie water work is so good. They took what they own and made it contemporary again. That’s confident and relevant advertising. This is the work of a desperate brand trying to hang out with the cool kids.
I also want to go for a surf but I don’t know how. It’s really funny. Great job CumminsRoss!
So many haters here, i think the majority should just end it now so you don’t have to suffer your miserable lives anymore.