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.
Credits:
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
Latest News
Gorgi Coghlan And Costa Georgiadis Lead New Water Conservation Campaign
B&T's water saving measures include, among others, only drinking alcohol and weeing in the office pot plants.
Beyond Social Video And BVOD Lies EVOD
You've got your SVODs, your BVODs and now your EVODs. Which are not be mistaken for your Ewoks from Return Of The Jedi.
It’s Here! B&T’s Women In Media Awards 2020 Shortlist Revealed!
The WAIT'S OVER! Women In Media shortlist revealed! Unless there's slow internet, then the wait will be a little longer.
Qantas Calls It Quits With The Wallabies In Major $20 Million Sponsorship Review
Qantas cites COVID for ending Wallabies sponsorship. The fact they're a bit shit probably entered into it, too.
MasterChef Judge Jock Zonfrillo Goes After The Australian For Defamation
MasterChef judge Jock Zonfrillo set to sue The Australian, as News Corp issues warning: "Join a long queue, buddy."
Tuesday TV Wrap: Diced & Sliced! Plate Of Origin Two-Part Finale Flambés, Posts Lowest Number Yet
Seven launches full investigation into Matt Preston's trousers as Plate Of Origin wins "stinker of the year" award.
Aussie Brewer Joins With Dilmah To Launch Tea-Infused Ale
This tea-infused beer gives you all the antioxidants of tea combined with the "overriding urge to dance" of alcohol.
Accenture Helps Canva Transform HR Operations
When not lounging around on large swags of cash drinking Dom Perignon, Canva's taken to transforming its HR operations.
Zenith: Auto Category Ad Spends To Plummet 21% In 2020
Auto joins travel & interpretive dance as worst-performing media categories. Yes, B&T threw that last one in for shock.
Hootsuite: Stop Posting On Social Media And Start Listening
Don't believe in the power of social? Well, this new report is for you. Unless you also believe the earth is flat.
Nearly Half Of Aussie SMEs Plan To Reduce In-House Marketing Function
Half of SMEs plan to reduce their in-house marketing function. The other half debating the merits of sultanas in scones.
Burger King Forced To Pull Its Cow Farting Ad After Offending Farmers & Factual Inaccuracies
This is a very serious article about the impact of cow flatulence. B&T does apologise for any schoolboy sniggering.
Shootsta Wins Glencore And Shine Lawyers Accounts
Judging by those impressive stairs in this press photo, Shootsta staff enjoy chiselled glutes and taut buttoxes.
Kayo Subscribers Bounce Back
Sports provider Kayo announces significant subscriber uptake. Yet, shuttlecock hasn't proven the driver it had hoped.
TikTok Removed 100 Million Videos In The First Half Of 2020
There's two ways of looking at this. Yes, TikTok airs some dodgy shit, but at least they're trying. Unlike some others.
Northern Rivers Marketing Agency Redesigns Packaging For Local Craft Brewery
Independent, regional full-service marketing agency, Barefruit Marketing, has unveiled new packaging design for up-and-coming Ballina-based brewery, Seven Mile Brewing Co. The agency was delighted to be awarded the brief from Seven Mile Brewing Co. to redesign the packaging of their three core craft brews; American Pale Ale, Cali Cream and West Coast IPA. It was […]
Venetian Media Group Appoints New Chief Executive
Independent, Australian-owned and operated Venetian Media Group has appointed Michael Fishwick to the position of Chief Executive Officer off the back of two new company acquisitions and significant revenue growth for the Group. Fishwick assumes the role after 14 years working within the company, most recently in the position of Chief Operations Officer where he […]
Healthcare Agency Bastion Brands Adds Head Of Art To Creative Team
Bastion Brands appoints new head of art. Although he's apparently already refusing to do staff leaving cards.
M&C Saatchi Sport & Entertainment Launch New Marketing Division
M&C Saatchi unveils new agency to cater to the "‘hyper-passions" category. Now there's a new & very annoying buzzword.
Hardware Chain Shrinks Home Handyman In Visually Stunning New Work
This brilliant ad leans heavily on the film 'Honey, I Shrunk the Kids'. Which hasn't been seen since Blockbuster closed.
Why Is Experience So Undervalued In Advertising?
Here's a very insightful thought piece into adland's ageism. However, it's quite long and could possibly age you.
Three Ways COVID-19 Has Changed Consumer Food Trends
It's the very latest research into food trends in the CORONA-era. Sadly, no news on the return of the crêpe Suzette.
EndemolShine Australia Announces Peter Newman As New CEO, As Mark & Carl Fennessy Depart
EndemolShine co-CEOs depart the business, but not before stuffing the Logie in one of the removalist's boxes.
Sydney Olympic Park Launches First Ever Podcast
A cast of eminent Australians, Olympic athletes, sporting legends and industry experts including Lucy Turnbull, Michael Knight, Louise Sauvage and Brad Fittler feature in a dynamic new podcast Beyond the Games hosted by TV sports commentator Mark Beretta celebrating the Sydney Olympic and Paralympic 20th anniversary. Commemorating the Games could not be done by bringing […]
Kmart Launches AR And AI Powered Shopping Experience For August Living Campaign
The B&T office is adorned with Kmart's home furnishings. Hence that all-pervading cheap plastic, slightly toxic stench.
Whitehat Agency Signs Layne Beachley & Coogee Bay Hotel
Surry-hills based digital marketing agency, Whitehat Agency, has announced two new client wins, welcoming Layne Beachley to the fold as she launches her new self-empowerment platform, Awake Academy, as well as the iconic Coogee Bay Hotel. Layne selected Whitehat to bring her online platform to life, with Whitehat providing a full suite of services from brand development, website […]
Special Group And Uber Eats Take ‘Tonight I’ll Be Eating’ Platform To US & Canada
As a bit of a laugh, who'd like to see Hannibal Lecter star in an Uber Eat's ‘Tonight I’ll Be Eating’ TVC?
Estée Lauder Set To Be The First Brand To Shoot An Ad On The International Space Station
Forget colonising other planets or the search for life among the stars, space program now reduced to flogging eye serum.
“Offensive & Revolting!” Makeup Company Slammed For Naming A Blush After Anne Frank
In further proof more people need to raise their hands during marketing meetings comes a blush named after Anne Frank.
Five By Five Launches ‘The Film 2020 Deserves’
If this truly was "the film 2020 deserves" it would star Hulk Hogan, music by some K pop band and run for nine hours.
