Jeep positioned as the ‘ultimate search engine’ in latest ad
http://youtu.be/v00Q-ke4BeQ
The ‘ultimate search engine’ is the tagline presented in the third ad for Jeep’s Don’t Hold Back campaign.
Aimed at highlighting the new features of the Chrysler vehicle, images of the Jeep are displayed when terms including “weekend escape” , “child minding” and “nice butt” are entered into an online search engine.
The work is by CumminsRoss who won the account in February and has since produced two ads for the campaign.
Chris Jeffares, MD of CumminsRoss said: “The latest Grand Cherokee work is part of our powerful screen-led strategy, with strong digital and TV components that capture the class-leading essence of the Grand Cherokee, dramatising its capabilities and aligning it to the most common of automotive buying behaviours in search”.
The ad, coupled with print and online activity, began earlier this month.
Credits:
- Client: Sam Tabart, General Manager of Marketing at Chrysler Australia
- Agency: CumminsRoss
- Creative: Sean Cummins Jason Ross
- Agency Producer: Susannah George
- Integration Director: Faye Collay
- Production Company: NiceBike
- Director : Tom Marks
- Producer: Scott Pioro
- DOP: David Schmidt
- Editor: Marcus Flack
- Sound: Final Sound
So ‘aligning the car to common search behaviours’ is achieved with the tagline the ultimate search engine?
What the hell does this guff mean? The idea just doesn’t make sense
The other executions are nice though. They just should have stuck with don’t hold back IMHO.
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I honestly thought it was an “Apple” ad the first time I saw it. Until the final frames, obviously.
Wondering how much Apple paid for all the product placement?
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“Online activity”? One would think the most obvious action here would be to ensure that those phrases do actually return something Chrysler/Jeep related on a “search engine”. Both Bing and Google return Lexus for “luxury” and the others were equally sparse (I wasn’t game to try “Nice Butt”). I’m calling this SEO/SEM #fail.
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The logic of this seems pretty screwed
The people in the ad seem to be searching for those terms in a Jeep search engine or application. Why the hell would they do that when they know every result is going to be Jeep related? Are Jeep targeting tech-challenged morons?
Or, if it’s a Jeep search result that they’re getting in their unbranded, vanilla flavoured search application, then the tag line should probably be, “Jeep, the ultimate search result”
Either way, it’s pretty retarded
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I really liked it. I think for the general public, who aren’t in advertising and marketing and who don’t analyse every single thing behind an ad, it will do well.
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Oh no, obviously the concept sailed straight over anon2’s head, so lets take it
s l o w l y for our technogeek friend, The theme (I think) was that an online search of some seemingly unrelated subjects gave the same result – JEEP.
I thought the ad was kinda cute.
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Agree – like the ‘don’t hold back’ proposition and last two executions but the search engine one just doesn’t make any sense. ‘Let’s crowbar some digital devices into our ATL campaign to show we understand the modern consumer’.
Have you tried searching for Jeep on your iPhone? Getting the UK desktop site…
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I agree with Claire. I like it, it’s nice. and the car looks pretty sweet.
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Isn’t it a pun, albeit an obscure one, on the ability of the Jeep “engine” to help you “search” the Countryside?
I’m just pleased an Australian car manufacturer has moved away from 30s of product features set to product footage and music.
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Good work Jonny K, you proved my point, it’s a search RESULT not search ENGINE.
Get it? Slow enough for you?
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You’re right. If only something in this idea had an engine…
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I’m with AdGrunt’ i think several commentators have mis-understood the proposition. The ‘Ultimate Search Engine’ is an analogy for the target customer dream of having the ability and tools to get out of the ordinary and escape the day to day in a Jeep. It’s not a massive leap of imagination here, surely.
At least I’m assuming thats the idea they’re shooting for…
It’s a great line. Hang onto it boys.
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