“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
Engineer: Dylan Stephens
Producer: Brodie Mattner