“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.
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.
Jeep director of marketing Rebecca Williams said: “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.”
Senior marketing manager Rachel Semmens said: “It’s a privilege to launch the next evolution of this automotive icon and reignite that latent love consumers have for the Wrangler.”
Cummins&Partners creative director Chris Ellis said: “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.