Jeep launches new ‘ultimate search engine’ campaign for Grand Cherokee
Jeep Australia has launched a new campaign for the Grand Cherokee, shot by award-winning director Germain McMicking on location in Melbourne, Chile, Patagonia and Argentina.
The campaign is the latest incarnation of the Grand Cherokee’s ‘The ultimate search engine’ positioning. The idea was developed by CumminsRoss, led by creative team Ed Howley and Toby Cummings.
There are two versions of the ad, ‘City’ and ‘Glacier’ each airing in 60 second and 30 second spots. Both feature footage of the natural landscape intercut with people in different moments of exploration. The same voiceover is used on both, and the car itself makes an appearance only in the final few seconds, before cutting to Jeep’s brand tagline ‘Don’t hold back’.
The soundtrack was composed by recent TropScore winner Ben Allen.
“We started with the universal truth that we’re all searching for something, and this led us into some rich territory for such an incredible vehicle,” said Cummins Ross ECD Jason Ross.
Credits
Chief Executive Officer: Sean Cummins
Executive Creative Director: Jason Ross
Creative Team: Toby Cummings and Ed Howley
Agency Producer: Susannah George
Group Account Director: Magdalina Triantafyllidis
Integration Manager: Andrew Stone
Production Company: The Director’s Group
Director: Germain McMicking
Producer: Craig Griffin
beautiful….
But ruined by that bloody potbelleez riff.
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Agreed, gorgeous ad, but to close with the potbelleez ruins it…maybe a deep voice from a radio host would have better…
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Thanks for your positive comments about our work. I don’t agree the ad is “ruined” by the theme of our brand.
It is a nemonic that connects all our Jeep work and connects very powerfully with the consumer.
The commercial results sing the praises of it as well.
But I appreciate your point of view.
sean Cummins
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