Australian screen legend Jack Thompson highlights the special bond between Jeep drivers in latest campaign via Cummins&Partners
To launch Jeep Wave – the auto brand’s global customer care initiative – the Man from Snowy River, Jack Thompson, himself gets behind the wheel of a Jeep in its latest campaign via Cummins&Partners.
Jack Thompson, one of Australia’s most popular and enduring actors, explains the significance and special bond that the wave between Jeep drivers creates.
Says Thompson: “I’ve always felt that exchanging a wave on a country road is a classic form of bush courtesy. It’s a typical Australian gesture.”
Featuring vast Australian landscapes and quintessential characters, the campaign sees Jack drive home the tradition of Jeep drivers looking out for each other in all circumstances.
Says Thompson: “Jeep as a brand has a great history of epic adventures, and exploring our country in a classic Jeep was really great.”
Says Tom Noble, marketing director Jeep Australia: “As a man who’s had more than his fair share of journeys over the years, Jack understands the importance of looking out for one another on the road. For Jeep drivers, receiving the iconic Jeep wave is an acknowledgement that “you’re one of us, we’ve got your back”, and it’s the same kind of support we’re committing to give our customers.”
Jeep was one of the few brands up in 2020, a year when the industry declined. Over the past 18 months, Jeep has made key business changes to provide better support for Australian customers. This has included the launch of a revamped Capped Price Servicing program for new vehicles, the employment of technical fly-in experts across the country to support the dealership service teams, a price adjustment of over 17,000 parts and review of the Customer Care team and processes.
Says Adam Slater, associate creative director at Cummins & Partners: “From his passionate support of Australian cinema to his big-hearted philanthropic efforts, Jack understands the importance of mateship and being in it together. We’re thrilled that he said “I’m in” to jumping in a Jeep, and letting Aussies know that they’re never alone, no matter how far from home.”
The campaign launched May 16th, across TV, online and in Jeep dealerships.
Client: Jeep 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
Associate Creative Director: Adam Slater
Senior Art Director: Chay O’Rourke
Creative Contributor: Katie Britton
Group Account Director: Josh Collins
Account Director: Ben Peachell
Senior Strategist: Brad Hill
Production Company: NB Content
Director: Justin McMillan
Executive Producer: Ian Kenny
Line Producer: Nick Wolff
Producer: Brian Ho
DOP: Earle Dresner
Photographer: Kenny Smith
Drone: Tony Driver, Heliguy
Editor: Oliver Waghorn
Grade: Daniel Stonehouse, Crayon
Composer and Sound Design: Electric Sheep Music
Media Agency: Starcom
Digital & Social Agency: Digitas
12 Comments
This looks nice. Nice pictures, nice edit. But I have a problem with the creative.
Says Thompson, “I’ve always felt that exchanging a wave on a country road is a classic form of bush courtesy. It’s a typical Australian gesture.” Very true.
Trying to hijack it and attach it to the Jeep brand just seems a bit off and I don’t buy it.
Nicely shot but both the agency and client got one thing wrong. No Jeep owners wave at anyone ‘cross category’ vehicles. Eg. a Wrangler owner waving at a Cherokee owner. It’s a Wrangler/Gladiator thing only.
Land Rover own the wave. Bugger off with your bucket o bolt Jeeps. I’ts astonishing how desperate Jeep are , clinging to all this . ” were sorry we under-serviced every customer and sold them crap vehicles” rhetoric in their ad’s these days.
Valiant owners did this for real. Jeep owners, nahhh. Nice execution.
I thought the Flinders Island execution was better, but hey, its all about media spend and re-packaging the idea these days.
https://youtu.be/WW4FPLiBREo
Yeah given it’s had 49 views I’d say you made that flinders wave content. I’d say jeep ( to my distaste) did it better.
15k views and 49 likes.
broom broom, shut up ^^
CORRECTION: Jack Thompson was ‘Clancy of the Overflow’ in TMFSR.
One hand on the wheel, one finger raised. ‘Nuf said.
Sad to say, but ad industry pundits aside, there’s something trustworthy about Jack Thompson that’s more authentic and more likely to resonate with Australians than the try-hard formulaic gags in the ‘I’m in’ campaign. And that’s the awful truth.
Nivce job. lookz amazing