Jeep revives its ‘I bought a Jeep’ ads and openly addresses customer experience problems

Jeep has revived its iconic ‘I bought a Jeep’ campaign, using the same TVCs and actors from the original campaign to send a new message about Jeep’s customer service.

The new ads admit that “for some owning a Jeep wasn’t as enjoyable as driving one”, then address the changes it has made to its customer experience.

It is the first campaign from Cummins & Partners since it was reappointed to Jeep’s creative account earlier this year.

‘I bought a Jeep’ first appeared a the beginning of the decade and continued throughout many renditions of the brand’s advertising.

Kevin Flynn, managing director of Jeep Australia acknowledged that brand’s rapid growth in Australia came at the cost of customer experience.

“We’re the first to admit we grew too big, too fast. Unfortunately, in the process we left some drivers behind. That’s why we’ve made big changes to Jeep in Australia with reduced running costs, improved technical support and dedicated customer care. We’ve listened, we’ve changed, and there’s no turning back,” Flynn said.

The campaign also introduces the new brand platform ‘I’m In’, which Cummins & Partners chief creative officer, Sean Cummins, said is what he’d like customers to say about the brand.

“Our audience thrives on challenges and loves overcoming adversity. They say ‘I’m in’ to every opportunity. And that’s what we want customers to say about Jeep. We need to show the proof and give Australians permission to buy Jeep again. This is the first step towards regaining trust,” Cummins said.

Cummins & Partners creative director, Chris Ellis, said the campaign was a ‘reset’ for Australian Jeep customers.

“There’s powerful equity in ‘I Bought A Jeep’ – it entered the Aussie vernacular. Before launching exciting new vehicles, we needed a reset moment to acknowledge the past and let Australia know Jeep is changing for the better.

“To do that, we delved into the archives of this iconic Jeep campaign and changed the commercials themselves. It’s an arresting and novel way to communicate this transformation, and transition to the wider campaign. It wasn’t without challenges, like locating the original talent. Thankfully, they’d held up pretty well. Special effects took care of the rest,” Ellis said.

Tom Noble, Jeep Australia director of marketing communications, added: “This is an exciting time for Jeep in Australia, but before we reposition the brand, we first have to acknowledge the bigger commitment we’re making to customers and address the barriers to purchase directly in our marketing, as we have done across the business. Our challenge to the agency was to deliver this first message in an engaging way.”

The three TVCs are launching the campaign, which will then appear across digital, social media and press.

Earlier renditions of the ads can be seen here:


Client: FCA Australia.
Managing Director: Kevin Flynn
Director of Marketing: Tom Noble
Senior Marketing Manager: Rachel Semmens

Creative Agency: Cummins & Partners
Chief Creative Officer: Sean Cummins
Creative Director: Chris Ellis
Creative Director: Heath Collins
Associate Creative Director: Adam Slater
Senior Art Director: Cam McMillan
Senior Copywriter: Liam Jenkins
Group Account Director: Josh Collins
Account Director: Kara Brumfit
Chief Executive Officer: Chris Jeffares
Strategy Director: Brad Hill
Head of Television: Karley Cameron

Production Company: Finch
Director: Jae Morrison
Executive Producer: Corey Esse
Producer: Marge McInnes
DOP:  Tim Tregoning
Editor:  Johanna Scott | Arc Edit
Flame Artist:  Drew Downes | Atticus
Sound: Dylan Stephens | Risk

Media: Starcom
Digital & Social: Digitas and Nicebike


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