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”.

https://www.youtube.com/watch?v=1TL6CX_YaDY

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:

https://www.youtube.com/watch?v=8gciFoEbOA8

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
• 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

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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topics CumminsRossJeep

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Comments: 6

macsmutterings 6 Feb 14

They are not the only people who need a bigger boat… http://macarthursmutterings.wordpress.com/

Reply

Tbone 6 Feb 14

Nice extension to the campaign.

Reply

John Geeves 11 Feb 14

Are they father and son?
I love your ads,they are brilliant.
Congratulations!
John.

Reply

Bradelaide 17 Feb 14

May have been not the most considerate placement leading into the ad break though after last night’s 60 Minutes’ ‘Shark Cull’ story. I’m hoping it was a mistake and not intentional.

Reply

Andrew 17 Feb 14

@Bradelaide – I reckon you’d be hard pressed to achieve anything beyond single figure spontaneous recall (at best) connecting the Jeep spot with Jaws. Even then, any pretense at offence by a viewer would seem incredibly churlish.

Reply

Anonymous 2 Mar 14

Love your ad, the little boy is gorgeous!

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