Jeep continues ‘I’m In’ push following ‘I bought a Jeep’ revival

After relaunching its famous ‘I bought a Jeep’ ad earlier this year to address issues with its customer care, Jeep has changed tack to push its new brand platform ‘I’m in’.

The campaign characterises Jeep drivers as ‘bold’ and ‘carefree’ reflecting the philosophy of ‘I’m In’.

The four TVCs take viewers to the remote corners of Australia where observers dryly run through the new customer service features in awe.

Tom Noble, Jeep Australia marketing director, called it a “brand trust campaign via a transformation project”.

“In the two months since launch, Jeep has grown sales year-on-year in a declining market. And this latest creative re-ignites and reassures in equal measure,” he said.

Cummins & Partners creative director, Chris Ellis, said: “The ‘I’m in’ platform is an affirmation for the brand, and a declaration that you’re up for a challenge. And that’s what every Jeep is built for. Backed by awesome product and an improved commitment to customer care, these commercials will address perceptions about Jeep in relatable scenarios with natural humour. And in the process, get Aussies calling each other ‘sea cucumbers’ en masse.”

The four TVCs were directed by Tim Bullock on behalf of production company Scoundrel.

Cummins & Partners retained Jeep’s creative account after a pitch last year that also consisted of Fiat Chrysler Automobiles brands Fiat and Alfa Romeo.

Chief creative officer, Sean Cummins, concluded: “We’re excited to put the Jeep brand back into the heart of Australians’ passions, reopening the dialogue we started with consumers and creating permissibility once again.”

The campaign is running across TV, digital, outdoor, social, in-dealer and press.


Client: FCA 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
Creative Director: Chris Ellis
Associate Creative Director: Adam Slater
Senior Art Director: Cam McMillan
Group Account Director: Josh Collins
Integration Director: Kara Brumfit
Integration Manager: Isaac Montebello
Chief Executive Officer: Chris Jeffares
Senior Planner: Brad Hill
Executive Producer: Karley Cameron

Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Producer: Julianne Shelton
Cinematographer: Danny Rhulmann
Production Designer: Aaron Crothers
Editor: Adam Wills
Online: Eugene Richards. Arc Melb
Producer: Freya Maddock
Colourist: Edel Rafferty
Sound: Final Sound, Ramsay De Marco
Producer: Pip Wright

Media: Starcom
Digital & Social: Digitas and Nicebike


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