Jeep wants people to be ‘glad’ they bought one
Jeep have kicked off the new year with a new ad which takes the iconic line ‘I bought a Jeep’ and changes it to ‘I’m glad we bought a Jeep’ as the ad focuses on the 4WD capabilities of the Jeep Compass.
The spot, created by Cummins & Partners, sees a family travelling through a variety of terrains while the son in the backseat continually asks his dad ‘are we there yet’.
https://www.youtube.com/watch?v=ozyx4-hR474
It follows on from the brand’s Christmas spot which saw Santa smug about his Jeep purchase.
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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I honestly do not get these ads… I get annoyed every time this particular ad comes up. The father looks annoyed. The kid(s) looks frustrated. When they finally get to their destination… glad we bought a jeep??Should the ride not be so comfortable that reaching the destination is not an issue.
It is almost like saying… oh, you bought a Jeep… that is “nice.” Compared to you bought a XXXX and people go “Awesome Car – I want one!.”
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Oh dear, they’ve changed the slogan. “Hungry Jack’s Makes It Better” anybody?
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That they’ve just abandoned / butchered the original line proves the point that ‘I bought a jeep’ was anything but a big idea and in reality just a bit of copywriting luck in a single 30 second spot a few years ago.
No great brand planning here, just good luck!
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A good example of a huge media budget compensating for the absence of an idea
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No…. more…. Potbelleez… please….. I can’t handle hearing that anymore please please change it
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Yea, I’ve always assumed that ‘I bought a Jeep’ was done to make the brand a lot more mass market. For me, it went from being a ‘special’ brand with real heritage to being somewhat down market. Just me?
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…but they’ve shifted a ton loads of Jeeps and continue to do so…
you, know, what advertising is supposed to do – shame on them!
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No way wouldn’t the agency change its own line. Not willingly.
Methinks it was the client being tricky.
I still find this campaign one of the best aussie campaigns for cars. Remember most are overseas confections. Even the fabled oh what a feeling for Toyota.
No damage done here. So why the angst people? It is a great campaign. Not a one off ad.
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I get the feeling these ads probably do have mass market appeal, but they have saturated the market beyond belief and surely by now milked it for everything it’s worth. Enough. I wholeheartedly agree with the commenter who said no more potbelleez. I used to like that song until this ad. Now I just cringe whenever I hear “I bought a jeep” and then – pause – instrumental. Aren’t we clever/funny! No!
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That’s one fugly car.
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Jeep Cherokee Detour from Canada is fantastic and gives the brand so much more credibility. It will be awarded far and wide, some of the best work I’ve seen in years.
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I think we all ned to recognise that the recent work for Jeep has been memorable and successful in sales. 4 years ago, Jeep had very limited recognition in the market and sales were low. With a change in their range composition and a core brand proposition of encouraging adventure, this aggressive and single minded advertising strategy seems to have paid off in brand recognition, awareness, positivity about the brand and most importantly in sales.
“I bought a Jeep” is probably the most recognisable car branding in the marketplace. As communicators, we probably pay a little more attention, but ask your families and kids if they can remember any Mitsubishi, Nissan, Mazda, Ford, Holden or even Toyota recent advertising and you will get blank looks.
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Am seeing a lot of these Cherokee’s around Sydney, so I’d say that the ad campaign must be effective. Good job if so as I find these vehicles incredibly unattractive.
Certainly has increased brand awareness.
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