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”.

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.

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.


  • 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

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