Jeep changes the coordinates of SUV advertising in new Compass campaign via Cummins&Partners
What’s the most important feature in your car? For Jeep drivers, the answer is always the same. Capability. Which is why, to launch the new Jeep Compass in Australia, Jeep and Cummins&Partners decided to focus less on its futuristic, yet familiar SUV features – and more on the unfamiliar places it can take you.
The serene, minimalist campaign features the GPS coordinates of real Australian locations, all of which can be accessed using the genuine 4×4 capability of the Jeep Compass.
Says Adam Slater, associate creative director Cummins&Partners: “The real luxury of owning a 4×4 isn’t just driving on muddy roads. It’s having unrestricted access to the things that really matter in life – time, space and nature.
“When we looked at compact SUV advertising, we noticed a lot of the same features, music tracks and scenarios being played out ad nauseum. So we decided in order to be distinctive, we’d bring viewers into a true, realistic moment of escapism that no other car in this category can provide.”
Says Tom Noble, chief marketing officer, Jeep Australia: “The Jeep Compass has come along leaps and bounds in its technology, interior and connectivity. But underneath all that, it’s still a Jeep – which means it does more than get you from A to B. It gets you to places where you really want to be.”
The campaign will roll out over the next 2 months on TV and Online. Jeep Compass drivers will also have the chance to upload their favourite spots to social media, using a special tool that calculates their exact coordinates – allowing other Jeep drivers to recreate their adventures.
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
Group Account Director: Josh Collins
Account Director: Kara Brumfit
Senior Strategist: Brad Hill
Senior Retoucher: Emma Shaw
Production Company: NB Content
Director: Justin McMillan
Executive Producer: Ian Kenny
Line Producer: Nick Wolff
Producer: Brian Ho
DOP: Stefan Jose
Photographer: Erik Williamson
Drone: Tony Driver, Heliguy
Editor: Digby Hogan, The Empire Post Grade: Kali Bateman
Sound Design: Ross Batten, Rosco Audio
Media Agency: Starcom
Digital & Social Agency: Digitas
32 Comments
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Nothing like getting my notoriously unreliable, city SUV with rims stuck in the sand dunes because someone thought jeeps were ‘capable’
Some drivers shouldn’t leave their front gate.
For Jeep
Saw this on TV last night and immediately took notice as there wasn’t a VO featuring a relative of the Sportsbet guy yelling at me. Just the crackle of the campfire and visceral beach feels. Nice work Slats and Co. Consider me refreshed.
Imagine going all the way out to that remote beach. Setting up a campfire 1m from your car. Then locking the doors.
I’m a big fan
They are peaceful and serene, just a nice change from the guitar riff, shouty, blokey stuff you normally get.
Also, its actually quite impressive that they still have this client, that’s a pretty long innings, must be doing something right.
Dont know anything about the car itself and no, dont work a the agency
Simple but effective. Nice work.
They’re nicely executed, I like the silence apart from the crackling fire but is it really changing the co-ordinates of SUV advertising? Surely we’ve been showing people SUVs in situations we aspire to but are unlikely to ever do ourselves for years. Is t that just marketing? Isn’t that why everyone drives SUVs?
Very nice, very refreshing, very classy.
The Drone pullback shot was simple but beautifully done.
I like it.
Also liked it about 15 years ago when Sean did the same idea for Tourism Queensland.
You know you literally can’t lock yourself out of a new car these days right?
Can’t believe you managed to shoot all of this in Bondi! Bravo.
Which remote areas of the Eastern Suburbs was this ad filmed in?
Hey @Mal
When the team showed me the idea they didn’t know of the lovely work I was fortunate enough to do 15 years ago. The Compass nameplate screams out for just such a beautiful execution.
But using co-ordinates isn’t an idea. And nor is it off limits. When I see some of the work on here we could argue that faux game shows, talking animals and illustrations have all been done before. But they’re fine to use. They’re just tools to convey an idea. And this work for Jeep is highly relevant.
Thanks for the shout out though!
Sean
Too many times we piss on brilliance because we’ve seen something vaguely similar in the past.
This is clean, simple and effective work that the average consumer will get (which is more that what can be said about alot of the praised work on this site)
But I already have Google Maps.
Honda Australia did the longitude/latitude idea for MDX about 20 years ago…
I really agree with Seans point of view here – very nicely put.
Fire sparking across the grass..duh. Going surfing, parking on the wet sand, which no one would ever do…. The rule is always back up onto the soft above high tide… And the people getting into the car in a paddock somewhere… Incredibly boring… If you’re gonna do a one-shot commercial do it in one shot rather than have a cutaway to lights coming on and doors going up and down…. Jesus Christ….
but a car
Not the most important point of course, but that surfer is f*cked. The tide is almost at his car and he’s heading out for a surf? He’s coming back to tire high water and a car that ain’t going anywhere. And that would be the case if it was a 4×4 that was actually capable, rather than this eastern suburbs tractor.
@. I thought the same thing lol, but maybe he knows that the tide is on the way out, so he’s not concerned.
These are creatively quite bland but at least they’re not annoying, like so many other car commercials,
no irritating ‘Living out the back of carrrrrr’ or people jumping in the air. So well done on that score.
I am a lover of beach campfires however this add shows an irresponsible beach campfire. It only takes one ember to start bushfire and there are many of those running up the sand. 🥺😢
Maurice Moynihan – interesting comment…..the beauty of no shouty voiceover
I would like to know what bird is sounding its call in the new Jeep ad tye one where the couple are returning from a bush walk?
We’ll have a Tourism Tassie please.
Nice work Slats and co, clients clearly getting braver as time goes by. Future looks bright.
The interesting thing was, i liked the advert.
But when you checked the coordinates, they are Stradbroke Island and A cross roads near Lake Moogerah Caravan park.
Not really 4WD territory.