“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.
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Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
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Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]