Jeep continues with its ‘I bought a Jeep’ campaign
Jeep has kicked off the new year with the latest instalments in its ‘I bought a Jeep’ campaign from CumminsRoss.
The two new commercials see the return of the often-parodied ‘I bought a Jeep’ tagline to promote the 2014 Compass and the 2014 Patriot.
The commercial for the Compass sees two women enjoying dinner at a Chinese restaurant, reading their respective fortune cookies. While for one woman it predicted the need to stand tall and the joke “good thing I bought new shoes”, the second woman’s cookie suggested “Now is the time to unleash your lifeforce” to which she responds “good thing I bought a Jeep”.
https://www.youtube.com/watch?v=PVmMVLWuO1Q
The spot for the Patriot sees a group of smiling primary school students, about to take their class photo, the ‘I bought a Jeep’ punchline is used replaces the more traditional ‘say cheese’, with the photographer beginning “I bought a” and the children bursting forth with “Jeep” and large smiles.
https://www.youtube.com/watch?v=iYzzgUDUpIo
CumminsRoss CEO Sean Cummins said: “Our aim at CumminsRoss is to create enduring platforms for brands that inspire action. And this does both. In spades. What is exciting for us is that “I bought a Jeep” has become so idiomatic to Australians. This is the stuff brands dream of. And it is a sensational platform that could go for years. It is popular outside adland which is where we choose to play. It is easy to hype up within the industry. But the work we do is not for the industry, it is for consumers. And they are buying Jeeps!”
The ads kicked off last night and will run across free-to-air and subscription TV for the next few months.
Credits:
- Director of Marketing, Fiat Chrysler – Mark McCraith
- Senior Advertising Manager, Fiat Chrysler – Ashlin Moore
- Agency – CumminsRoss
- Executive Creative Director – Jason Ross
- Creative Director – Steve Callen
- Copywriter – Sara Oteri
- Art Director – Josie Fox
- Group Account Director – Ben Epstein
- Integration Director – Rosie Bean
- Production Company – NiceBike
- Director – Tony Rogers
- Producer – Jason Byrne
- Production Company Producer – Mark Bradley
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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without a doubt the most annoying series of ads in recent time.
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Pedro,
Maybe you have forgotten what advertising is supposed to do. Perhaps you’re into doing soft, gormless work that does nothing. I think these are perhaps the most effective series of ads i have seen in recent times. What work have you done that does better than this?
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It’s funny that Jeep ads often appear to target women. Obviously they know their demographics, but Jeeps always remind me of sad, bachelor men on steroids who live in the eastern suburbs and have bad fake tans and tattoos of eagles.
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“I bought a Jeep” has become so idiomatic to Australians.” Cummins bashfully pronounces… Surely he got idiomatic and idiotic mixed??
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Tom.
No I didn’t get the two words mixed up. And are you suggesting that the campaign has not become widely known? And Tom, put your full name to your comments otherwise you are the idiot. And I am not too bashful to call you out on it.
Sean Cummins
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@ bruce. are you referring to the orange monstrosity that’s often parked outside the gym on riley st, and it’s owner. haha.
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like it loathe it at least it’s clear who the brand is and has a point of difference.
the auto category is sad in how homogenous the advertising has become. so timid and bland. at least Jeep are having a go.
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No Pedro – there is Budget Direct.
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Clearly Tom has not bought a Jeep
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Don’t like these ads at all – even my kids think they are silly
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Johnpk , you may want to re-read my comment, I did not say they the ads were ineffective, simply annoying.
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@ g… I may well be talking about that very person. Ha! But you look at the next person driving a convertible Jeep – they’re always these sad, bright orange muscle men with overly white teeth and overly moussed hair. I have no idea why that is, however.
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You bought a Jeep?!
I bought a Jeep!
you bought a Jeep!?
I bought a Jeep!
arghhhhhhhhh!!!!!!!! stop! just stop!
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Simple – effective – memorable. Bravo Fiat Chrysler and CumminsRoss! #jeeprocks
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spew. Why are the Agency so proud of a line that people hate? People KNOW it, sure – but that’s thanks to the media schedule, not the idea.
The idea is shit and annoying, so people hate it.
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“these are perhaps the most effective series of ads i have seen in recent times” Really? What a bland, cliched and forgettable advertising environment we must now find ourselves in. I’m not saying the ads are more terrible than any other comparable campaign, or that I could necessarily do anything better, I just don’t agree with the epic greatness Sean Cummins is attempting to label them.
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Clever advertising yes but I will never buy a Jeep, mostly because of the reputation associated with these ads and the people they are targeting.
But that’s just me. I’m cynical.
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Time will tell whether these ads have any impact on sales (after stripping out the effect of any pricing campaigns to shift stock).
Somehow, I doubt it.
There’s a big difference between being aware of a product (either in a good or bad way) and actually buying it.
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Well said Sean and great work Cumminsross. People forget what industry we work in. Except for our clients they’ll be looking at this work going ‘they know how to build a brand and build sales’. Nice work.
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They are probably proud because it’s working.
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To all the Jeep haters – proof is in the pudding. Sales of Jeeps have skyrocketed over last 2 years, hence why they are probably so keen to keep using this campaigns.
You might want to remember that, next time you spend a week working on your highly ineffective campaign.
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This sort of spin is disingenuous at best.
Whilst it is not in doubt that Jeep has sold more product in the last few years:
http://www.autoblog.com/2013/0.....d-in-2012/
What is not proven is any of the hyperbolic statements in the press release. Namely
“I bought a Jeep” has become so idiomatic to Australians. How so? There is no evidence though research that it is popular or even idiomatic. If there is, please publish this research, do not claim it.
Secondly, is advertising the only effect? There is an increased product line up. Better product, increased dealer network, and one of the most significant car budgets thrown behind the most popular and fastest growing segments: SUV. No clear linkage that the previously heralded platform had delivered these sales figures. In fact there maybe many other factors in play such as the exchange rate, finance deals, buy back arrangements, more baby boomers buying a particular segment, Jeep dealers being open on Sundays, who knows…
Whilst the presented makes for good sound bite, it is thin on fact and clear linkage, and just like a jeep, the majority of comments just don’t buy it…
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Now now Children – remember the rule – if its memorable it’s doing it’s job. If it sells it’s doing it’s job. Being subjective is a personal preference. Being strategic is another thing. And Sean I don’t think you need to take yourself onto the ‘canvas’ – success is the best outcome.
Play nice now.
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Now that Ford and Holden are stopping production here I’m glad to say I BOUGHT A JEEP, and every where I go once people know I have a Jeep people say, you bought a Jeep so I think these adds are working
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Problem with the campaign is, I have taken a Grand Cherokee off my consideration list as I don’t want to deal with my mates constatly telling me that “I bought a Jeep”.
To me, therefore, the campaign is a negative.
I also will not be buying a Volvo as I don’t want to be a ‘Bloody Volvo driver”.
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Well done Sean & CumminsRoss. Great efforts and marketing to push a vastly improved product. And it isn’t just Jeep that CumminsRoss have earned success. A lot of the Fiat Chrysler brands, namely Alfa Romeo, Fiat and Chrysler, have generated huge recognition from these marketing measures. Love it or hate it, people recognise the brands and remember it with their next car purchase instead of going to the default big 10 car manufacturers that most Australians continue to buy.
I bought an Alfa Romeo Giulietta in August 2013 and almost everyone says to me “it’s not a car, it’s an Alfa Romeo”. I’m not offended. Buying a car is emotional, so when people remind me of the tagline, we both laugh and enjoy it. It’s a great way for people to warm to a brand and test it out for themselves.
Not buying a car due to its’ tagline is so ignorant of people to say.
As someone mentioned before, the proof is in the pudding:
1. Alfa Romeo sales are up over 200%, and broke the 2000-unit barrier in 2013 for the 1st time since 2003, despite only 2 models being available.
2. Fiat sales are up over 300%
3. Jeep had a record 2012, and has continued its’ success in 2013, with increased market share and sales and the Grand Cherokee being the highest selling large SUV for most of the months the new version came out around May
4. Chrysler 300 sales have broken all sales records and are outselling Holden Caprice in upper large car sales.
Well done to Fiat Chrysler and CumminsRoss for marketing and establishing lesser-known brands to the Australian marketplace.
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Supercilious. Annoying. It’s like looking at people who have the red noses on their cars 6 months after the fund raiser. Baaaaa….
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Well, I bought a Toyota Prado and I bet it’s still going strong when all the Jeeps bought recently are rusting hulks. That’s why I didn’t by a Jeep.
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Whether the advertising campaigns work or not, no campaign will every target everyone and make everyone happy. Clearly it’s working for them. I didn’t ‘buy a Jeep’ because I don’t like to reward annoying advertising. It’s the same reason I didn’t buy a rug from Rugs-a-million when they had a ‘this weekend only, never to be repeated sale’ and I didn’t buy tiles from ‘Hellloo, Frank Walker here from national tiles’. Yes, the ads are memorable, but for me, they won’t move their product to me… However, if they’re working for a majority of the market, it’s effective advertising. 🙂
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Campaign is good but Jeep Grand Cherokee sales rises might have something to do with the vastly improved product, which is collecting all the 4WD of the Year gongs.
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@nell, I agree. @sean cummins – dude, why take the bait?
In my opinion, any success Jeep might have seen is due to:
– The product, AND;
– The media spend, AND;
– The idea, AND;
– The love/hate relationship with it.
Success couldn’t come without any of these. Genius, well, that’s a bit much.
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What is an effective advert?
The quote has made it into the Australian lexicon, but has it sold more Jeeps?
as with almost ALL advertising, that cannot be guaranteed
We can be pretty sure that that brand awareness is up and if awareness is part of the leap to purchase then that assumes the ad has sold more Jeeps.
It is a simple simple simple advert, im sure i learnt way back in the day that you just repeat something three times and thats your ad… Advertising 101.
Simple ad, gives me the shits, but probably works.
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“I bought a Jeep” is my lament. The wife wanted one. Last month, following the tenth time it broke down in three years (on this occasion 2 engine mount brackets shearing / the motor lopsidedly fallen) I spontaneously sold the dud vehicle to a local chap, who on seeing the Grand Cherokee Ltd roll off the back of the tow truck joked that he’d give me a dollar “for that US pile of crap”. The smile? – ‘priceless’. The dollar? – put toward a Suburu XV replacement – half the price & twice as good.
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I don’t mind the ad’s. I do mind the product. Modern day Jeeps look so fricken ugly!
I once saw a Black Jeep driving up on the Sunshine Coast (Australia) and the rego was “BAA BAA”…
If Jeeps looked a little nicer I might buy one, however until they are refined the ad’s could be the best of their class, I will still not buy one(.)
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