The Jeep psycho
Some might say that the phrase “You bought a Jeep” is annoyingly overused in the current Jeep ads. Those people would be correct.
Imagine just how horrific it would be if people talked like that in real life.
Fortunately, we don’t have it imagine it, because video makers The Van Vuuren Brothers have far darker imaginations than other folk.
It escalates from sexual dysfunction to alcohol abuse to dismemberment faster than you’d think.
Still, it’s not as annoying as the original.
When you enter the vernacular so positively with your brand, it is the high watermark for your advertising.
Those who suggest otherwise are secretly wishing they had a campaign that did. Not since “Which Bank” and “Not happy Jan” has there been such an all-pervasive catch phrase.
The difference between ” I bought a Jeep” and these other famous lines, is the brand is at the heart of the idiom. I haven’t heard something do that since Clayton’s in the 70’s.
Annoyingly overused? I don’t think so.
Remember what our role in advertising is: to make brands stand out. And sell that brand. Jeep has gone from a $200 million dollar brand to over $1 billion in the last two years since we started the campaign.
To have it reach the pop culture in this way, is pretty awesome too.
Thank you Van Vuuren brothers
Sean Cummins
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Would expect Cummins Ross to defend that, given they created the tagline, but self-interest aside, as a neutral observer Sean’s point is hard to argue against. The tag line is synonymous with the product now and when people say it there is almost instant recognition and recall of the brand, the ad campaign and the product.
I’d call that a success.
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It’s good – but 5 minutes too long. Watch the start, get the gist, then skip to the end. You won’t miss a thing!
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Agree that anything that gets into the vernacular is a success, annoying or not – in fact you normally need to be incessant and annoying to do so. Back in the UK, insurance brands were/are the masters of getting into the vernacular – confused.com, compare the market (simples)… All annoying, but crucial in a crowded market where most purchasing is done in-home and what you type into google first is king.
What I really like about the ‘I bought a Jeep’ line, or rather the executions that carry it, is that they all celebrate irrational/emotional decision making…. the sheer joy of buying something that you just want to buy, specs and features be damned. And how much other people will think of you. Pure emotional ‘brand’ advertising.
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Ljhooker.com
Ljhooker.com
Ljhooker.com
Ljhooker.com
Who says content is king?
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I laughed when I saw this last week.. it’s well done (albeit long). I totally agree with Sean’s points above. The Jeep line may not be quite as comical as ‘Not Happy Jan’ but it is as effective.
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Aside from all the marketing speak and justification of the industries existence – it’s a great tag line and thank God for the Van Vuuren brothers who are a shining f-ing beacon in a sometimes dull and tame local industry. Except maybe for Juice Rap News as well…Thanks for posting.
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Better than those lame Alfa ads “It’s not a car, it’s an Alfa Romeo”…….cringe
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It could be worse, you could buy a Jeep in Australia and discover that whenever you need a spare part for your Jeep that it takes 5 weeks to get it. So yes a lot of people stop and look at you stunned and ask “You Bought a Jeep?” Its shock that you would put yourself through it. I totally understand how this add gets to the point it does.
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Sean, I think you’re confusing the appeal of the idea for merely the awareness Jeep’s advertising bought.
I disagree that “you bought a jeep?” is the high watermark of advertising, and that it’s a positive entry into the vernacular. Doesn’t the Van Vuuren film confirm that? People hate the line. They hate it because it’s unrealistic and it’s product focused and the delivery is cheesy.
Don’t mistake awareness for like. I’m aware of the phrase ‘You bought a Jeep?’, but if anything it makes me much LESS likely to buy one because it’s annoying. Yes the ad makes the brand stand out, but not at all for the right reasons. Not Happy Jan was different – 1. It was good. 2. It wasn’t about the product, it was about people. 3. It didn’t feel fake.
Don’t kid yourself – yes, everyone’s seen the ad. The credit for that should go to the Media Buyer. but no, no one likes the ad, or the brand, and that is the Creative’s fault.
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What do you mean “no one likes the ad, or the brand, and that is the Creative’s fault”?
I like the ad, I like the brand…….I BOUGHT A JEEP!
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I bought a Jeep….well I ordered one in March. I am still waiting for delivery 5 months later !The dealer is full of excuses on behalf of Jeep Australia. They must be selling well around the world because stock is limited in Australia. After 3 changes of delivery dates and a promise I will have it by Friday…..If it doesn’t arrive I will definitely be in the camp of I wish ” I hadn’t bought a FUCKING Jeep”. As a marketer I am experiencing firsthand the danger for your brand when the total consumer experience doesn’t live up to the joy expressed in the advertising.
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It arrived….and a day earlier than promised….well earlier than the last promised date anyway. It looks a million bucks! I think the product is a winner. The experience has been painful and continues….dealer options fitted in the last model year like the DVD system were sold to me as standard inclusions if I waited for the new model….What a bonus ! The dealer failed to mention it only works when the car is in park….not the “wiggles friendly ” driving solution I was shown when I ordered my vehicle….The argument now starts on what they presented and sold versus what was delivered!
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