Jeep turns to Jaws for latest campaign: ‘We’re going to need a bigger boat’

Jeep has turned to parody in the latest of its own oft-parodied ‘I bought a Jeep’ ads, copying a line from the film Jaws for its 2014 Grand Cherokee.

The spot, created by CumminsRoss, features a father returning home after purchasing the new vehicle being greeted by his young son who looks to the father’s old, small boat and remarks: “We’re going to need a bigger boat”.

The ‘I bought a Jeep’ series returned to TV screens earlier this year with campaigns for the new Compass and the Patriot models.

The scene from Jaws:


  • 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
  • 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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