Jeep turns to footy legend Tommy Hafey to mark 70th anniversary

Jeep is celebrating its 70th anniversary with a commerative ad featuring 79 year-old Aussie rules football legend Tommy Hafey, who offers his thoughts on how to succeed in life while on his morning training session on the shores of St Kilda. Created by CumminsRoss, the 60-second spot breaks tomorrow.

Sam Tabart, General Manager of Marketing at Chrysler Australia, said: “Tommy Hafey’s inspirational outlook and fighting-fit physique clearly embodies our Jeep ‘Don’t Hold Back’ mantra. We couldn’t find a more fitting ambassador to help celebrate this significant milestone for Jeep and the legacy created.”

Chris Jeffares, managing director of CumminsRoss, added: “We think this is the time for Jeep to make a statement in this market. We were excited to create something uniquely Australian for the 70th Anniversary that encapsulated the spirit of the brand. In sporting legend Tommy Hafey we found a man who has lived his life to the Jeep ethos. This campaign truly captures who he is, the authentic nature of Jeep and celebrates them both.”

The ad is the second outing for Jeep by CumminsRoss since the agency won the business in February. The agency’s first work was a stunt ambushing the visit of Bear Grylls to Australia in March with a tactical campaign.


  • Client: Sam Tabart, General Manager of Marketing at Chrysler Australia
  • Agency: CumminsRoss
  • Creative: Sean Cummins Jason Ross
  • Agency Producer: Tracy Proposch
  • Integration Director: Faye Collay
  • ProductionCompany; The Guild
  • Director : Mat Humphrey
  • Exec Producer: Helene Nicol
  • DOP: WayneAstrope
  • Post Production: MRPPP
  • Editor: Seth Lockwood
  • Online: Ziggy Zigouras
  • Sound: Final


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