Jack Thompson launches ‘Jeep Wave’ campaign for new customer initiative

Jeep has a new campaign for the launch of Jeep Wave, a new global customer care initiative.

The campaign, developed by Cummins & Partners features Jack Thompson, to deliver the initiative’s message and the significance of the ‘wave’ between passing Jeep drivers.

Thompson said: “I’ve always felt that exchanging a wave on a country road is a classic form of bush courtesy. It’s a typical Australian gesture.”

The campaign features Thompson exchanging waves with different Australian characters across a range of different landscapes.

Marketing director at Jeep Australia, Tom Noble, said: “As a man who’s had more than his fair share of journeys over the years, Jack understands the importance of looking out for one another on the road. For Jeep drivers, receiving the iconic Jeep wave is an acknowledgement that ‘you’re one of us, we’ve got your back’, and it’s the same kind of support we’re committing to give our customers.”

Thompson giving the ‘wave’

Thompson continued: “Jeep as a brand has a great history of epic adventures, and exploring our country in a classic Jeep was really great.”

Jeep said it has made “key business changes to provide better support for Australian customers” over the past 18 months. This includes the launch of a “revamped Capped Price Servicing program for new vehicles, the employment of technical fly-in experts across the country to support the dealership service teams, a price adjustment of over 17,000 parts and review of the Customer Care team and processes”.

Adam Slater, associate creative director at Cummins & Partners said: “From his passionate support of Australian cinema to his big-hearted philanthropic efforts, Jack understands the importance of mateship and being in it together. We’re thrilled that he said “I’m in” to jumping in a Jeep, and letting Aussies know that they’re never alone, no matter how far from home.

In March last year, Cummins & Partners was reappointed to the Fiat Chrysler Automobiles (FCA) Australia creative account, which houses Jeep, Fiat and Alfa Romeo.

Following the reappointment, Jeep and Cummins & Partners revived the ‘I Bought a Jeep’ campaign, using the same TVCs and actors as the original.

The campaign was launched on May 16th, with coverage across TV, online and in Jeep dealerships.


Client: Jeep Australia
Managing Director: Kevin Flynn
Director of Marketing: Tom Noble
Senior Marketing Manager: Rachel Semmens
Marketing Manager: Samantha Lorenzi

Creative Agency: Cummins&Partners
Chief Creative Officer: Sean Cummins
Associate Creative Director: Adam Slater
Senior Art Director: Chay O’Rourke
Creative Contributor: Katie Britton
Group Account Director: Josh Collins
Account Director: Ben Peachell
Senior Strategist: Brad Hill

Production Company: NB Content
Director: Justin McMillan
Executive Producer: Ian Kenny
Line Producer: Nick Wolff
Producer: Brian Ho
DOP: Earle Dresner
Photographer: Kenny Smith
Drone: Tony Driver, Heliguy
Editor: Oliver Waghorn
Grade: Daniel Stonehouse, Crayon
Composer and Sound Design: Electric Sheep Music

Media Agency: Starcom
Digital & Social Agency: Digitas


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