‘I Bought a Jeep’ returns for a new era via the new Jeep Avenger and cummins&partners

Jeep has revived its iconic ’I Bought a Jeep’ brand platform, and reinvented it for 2024 giving new meaning to a line Aussie’s know and love.

Buying a Jeep has always meant buying into a way of life, a community of like-minded adventurers and the ability to go anywhere and do anything. But it also means enabling a type of personal freedom which this campaign showcases. Moments of reflection and joy found in everyday outdoor adventure, and the feeling that comes with owning a Jeep.

“With the Jeep Avenger arriving as the brand’s first-ever all electric vehicle, it was time to get back to what’s most important in a Jeep” says Michael McConville, global CEO, cummins&partners.

“What it can do for you is important, yes but how it can make you feel is much more profound. When you know you can do that little bit more, or seek out that little bit extra, you feel that little bit more free. That’s a deeply personal feeling that can take you places you might not otherwise think possible. I think we’ve captured that with real honesty here, and it fits with this amazing new range of product.”

Says Heath Collins, creative director, cummins&partners: “It’s a game changer for Jeep, for sure, but equally for outdoorsy fans of the EV category. In the past you’d have to choose between EV and adventure (unless you were somehow fine to bash your Prius through creeks and across rocks and sand), but the Avenger has it all. It’s all electric, but it’s all Jeep, which is why it’s the EV that recharges you.”

In a category filled with products offering a predictable EV experience, the Avenger campaign instead captures Jeep’s spirit of adventure, showcasing the outdoor exploration made possible by this very different (electric) beast. Built for those who seek to go beyond the everyday, the Avenger combines with Jeep’s legendary off-road capability, redefining what an EV can do, allowing for sustainable exploration without sacrificing excitement.

The Jeep Avenger campaign was shot in Tasmania and directed by Tim Noonan, and launches across online video, radio, social media and OOH.

Jeep Australia (Stellantis)
Creative agency: cummins&partners
Production company: NB Content
Media: Starcom
Digital & Social: Digitas