Psychology and grandmothers used in latest ‘I bought a Jeep’ ads from Cummins & Partners
Jeep is continuing with its long running ‘I bought a Jeep’ campaign with two new ads.
Created by Cummins & Partners, the first spot promoting the Jeep Patriot features a man in a counselling session completing an inkblot test. The man describes a number of outdoor experiences he can see in the inkblots to which the counsellor responds “so you bought a Jeep”.
https://www.youtube.com/watch?v=haUkFLDZpcE
A second ad, pushing the Jeep Grand Cherokee, sees a grandmother catching up with a friend, showing her a postcard she received from her grandson. When she attempts to find a spot for the postcard on a fridge and kitchen wall filled with postcards, the friend says “bought a Jeep did he?”.
https://www.youtube.com/watch?v=_xcN3epnzxY
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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I know its unfashionable to give credit to competitiors in the troll comments section of Mumbrella, but i like these Jeep ads, they made me smile – and more importantly, the brand recollection is high
well done to whoever did these at C&P
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Henry T Jeep certainly has high brand recollection but not for all the right reasons The American built vehicles are overpriced and with a reputation for mechanical unreliability Furthermore for the lower market end Mitsubishi built Jeeps, who in their right mind would go out and pay a lot of extra Ks for a vehicle which is nothing more than a Mitsubishi with a Jeep grill tacked on. If Jeeps are such sought after in the market place why is it that Jeep need to constantly advertise their vehicles? Such extensive advertising only indicates that consumers aren’t in fact buying the vehicles.
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I agree, each and every one of these ads are so clever.
A++ to the C&P guys who came up with that stuff!
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Henry T have you ever owned a Jeep? I have. 2 in fact. A 2005 wrangler for 5 years and now a 2014 Cherokee. Never had a single issue. They’re fricken awesome and fun to drive.
I love these ads, though I do think their media strategy is a little too saturated. Something about seeing an ad 100 times kinda cheapens it a little, when really the cars are really great quality.
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