A universe in which drivers do not clean their cars, but rather deliberately pour mud on the hood and meticulously place branches stuck in the windshield wipers or leaves scattered on the floor mats to make their SUVs look almost like SUVs. That is the universe that Jeep has created in its new advertising campaign to point out that in the automobile industry, adventure has become more of an aesthetic than a reality.
The message, worked together with the creative agency BETC Paris, takes the form of a musical advertisement to the rhythm of the song “The great pretender”, by Freddy Mercury. In a fun parody, the brand portrays a city in which drivers, using tons of mud, try to appear more adventurous than they really are, but are stunned by the immaculate appearance of the Jeep Compass, the company’s new model.
It was produced by Movie Magic.
The thinking behind the campaign is that the adventure that characterizes Jeep, and all its models, is a way of being, of driving, of existing. “At Jeep, we’ve always preferred ground reality over artifice. This ad reminds us in a simple way: you can love adventure without having to exaggerate”comments Olivier François, CMO of Stellantis, in a statement from the agency.
The campaign proposes a change in the tone of the brand’s communication in Europe and the Middle East, with a commitment to humor and originality, but without forgetting its fundamental principles. From the agency they point out that the new ambition of creativity and strategy is key in Jeep’s new development plan.
This is BETC Paris’s first job for Jeep. The agency has been a creative partner of Citroën since 2018, developing campaigns that have created a unique and recognizable voice for the carmaker. BETC points out that the strength of this relationship has allowed new collaborations within the Stellantis group.
The campaign was launched on January 8 in Belgium, in the different European markets in which Jeep operates with executions on television, radio, outdoor advertising, written press and social networks.
