Jeep Wrangler is the antidote to boring in launch campaign via Cummins&Partners, Melbourne
“I’ve wanted a beige minivan since I was a kid,” said no one, ever. That’s the insight behind the campaign for the all-new Jeep Wrangler, set to launch via Cummins&Partners, Melbourne.
Led by a launch film, set in an alternate universe where a child’s dream car is a sensible beige minivan, the cheeky campaign is a welcome reminder not to let life get in the way of what you’ve always truly wanted.
Says Rebecca Williams, director of marketing: “We found that for adventure seekers, owning a Wrangler is a lifelong desire. Beyond the iconic Jeep grille is an all-new vehicle with more comfort, technology and capability ensuring this icon is equipped for the demands of today.”
Says Rachel Semmens, senior marketing manager: “It’s a privilege to launch the next evolution of this automotive icon and reignite that latent love consumers have for the Wrangler.”
Says Chris Ellis, creative director, Cummins&Partners: “If your ten-year-old self met you now, would they be disappointed with the car you drive? A Wrangler is a dream for many, but until now, life – and oppressive choices like a beige minivan – were rationalised at the expense of adventure. Owning your childhood dream machine makes more sense than ever.”
Kicking off with teaser creative featuring the anti-hero beige minivan, the campaign will run across large format outdoor, television, digital and social, with creative duties handled by Cummins&Partners in collaboration with Digitas and Starcom.
The TVCs were produced by NB Content and directed by Tony Rogers.
Client: Fiat Chrysler Automobiles
Managing Director & APAC Jeep Brand Head – Steve Zanlunghi
Director of Marketing – Rebecca Williams
Senior Marketing Manager – Rachel Semmens
Marketing Manager – Charlotte Brunton
Retail Marketing Manager: Christopher Francru
Creative: Cummins&Partners, Melbourne
Chief Creative Officer – Sean Cummins
Creative Director – Chris Ellis
Chief Executive Officer – Chris Jeffares
Senior Art Director – Chay O’Rourke
Senior Copywriter – Leah Dunkley
Creative/Editor – Ben Grant
Head of Brand Strategy – Mike Hyde
Group Account Director – Josh Collins
Integration Director – Nick Bollard
Account Manager – Bec Gehrig
Production Company: NB Content
Director: Tony Rogers (kindly borrowed from Guilty)
DOP: Germain McMicking
Executive Producer – Tanya Stankovic – NB Content
Producer – Brian Ho – NB Content
Editor: Noel Rosa
Grade: Martin Greer – Crayon
Sound: Risk
Engineer: Dylan Stephens
Producer: Brodie Mattner
17 Comments
Lovely insight. Sweet little spot.
https://www.adsoftheworld.com/media/film/subaru_2011_mediocrity_design
This is good – also nicely taps into the affinity Jeep owners have with the brand
Thank god! I was expecting the usual 4WD category proof points*, but at least this had a bit of an ownable story before all that C grade marketing manager fluff at the end.
*Is there a 4wd that doesn’t have comfort, tech and can drive over rocks because the track was too mainstream?
Struggling to see how this is not a direct ripoff of this old Porsche ad:
https://i.pinimg.com/originals/c2/6e/d4/c26ed4e795696cf6ef121b0bb689ade1.jpg
Struggling to understand how you have that much time on your hands. Where on earth did you dig up this old Porsche ad?
One Show, AADC, New York Festivals, Andy annuals or web archives. No mystery. Didn’t take a lot of time to find.
@hello
I dont think a beige car is the idea.
It’s the journey of ownership..and of dreams.
The insight of a kid having a dream car is the gold here. Not the beige here. The way the film is made is great..I am a fan of Tony Rogers. Byeeeeee!
He/she’s not wrong.
Should have got Dave Lawson to do the voice over.
There’s some similarities to the mediocrity and Porsche ads for sure. But honestly I think the execution of this totally sets it apart. Instead of them having a crack at their competitors, or being all chest beaty like most car ads, it’s kind of sweet and charming. I like it.
Just beige.
Looks like someone’s cut the intro to a John Lewis ad, and slapped it in front of a generic car ad.
@JasonJ
Of course the executions set it apart – ones and print ad, the others a TV spot. But the base idea is the same. Substitute the word ‘beige’ for ‘car brand name’ and you have the same idea. It’s nicely executed, yes, but it’s not a fresh thought.
Nice work. Could’ve done with 10 fewer seconds of the hard-sell in the second half, but then again, I’m not a client.
Love the add great casting the kids have done an exceptional job
why is the front window of the jeep black in the print ad?