Aussies Say “I’m In” To Jeep In Four New Spots Via Cummins&Partners

Aussies Say “I’m In” To Jeep In Four New Spots Via Cummins&Partners

Following the successful relaunch of the brand generating a significant uplift, Jeep Australia has released the next instalment of the ‘I’m in’ campaign, via Cummins&Partners.

Jeep is for those who don’t just accept challenges, they invite them. Shot in iconic locations the dryly observed portraits of Australian life show how it’s more than legendary capability and reassuring customer service that motivates a Jeep driver, it’s a bold, carefree attitude – a willingness to embrace any challenge with two words: ‘I’m in’.

The campaign is spearheaded by four commercials directed by Tim Bullock featuring the brand’s latest line-up of vehicles including the all-new Jeep Gladiator, taking us to every corner of the country.

Creative director, Cummins & Partners Chris Ellis said:, “The ‘I’m in’ platform is an affirmation for the brand, and a declaration that you’re up for a challenge. And that’s what every Jeep is built for. Backed by awesome product and an improved commitment to customer care, these commercials will address perceptions about Jeep in relatable scenarios with natural humour. And in the process, get Aussies calling each other ‘sea cucumbers’ en masse.”

Tom Noble, marketing director, Jeep Australia added: “This is a brand trust campaign via a business transformation project and it’s delivering results. In the two months since launch, Jeep has grown sales year-on-year in a declining market. And this latest creative re-ignites and reassures in equal measure.”

Says Sean Cummins, chief creative officer, Cummins&Partners: “We’re excited to put the Jeep brand back into the heart of Australians’ passions, reopening the dialogue we started with consumers and creating permissibility once again.”

The integrated campaign continues across TV, digital, outdoor, social, in-dealer and press.


Client: FCA 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

Creative Director: Chris Ellis

Associate Creative Director: Adam Slater

Senior Art Director: Cam McMillan

Group Account Director: Josh Collins

Integration Director: Kara Brumfit

Integration Manager: Isaac Montebello

Chief Executive Officer: Chris Jeffares

Senior Planner: Brad Hill

Executive Producer: Karley Cameron

Production Company: Scoundrel

Director: Tim Bullock

Executive Producer: Adrian Shapiro

Producer: Julianne Shelton

Cinematographer: Danny Rhulmann

Production Designer: Aaron Crothers

Editor: Adam Wills

Online: Eugene Richards. Arc Melb

Producer: Freya Maddock

Colourist: Edel Rafferty

Sound: Final Sound, Ramsay De Marco

Producer: Pip Wright

Media: Starcom

Digital & Social: Digitas and Nicebike

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