‘Remember yearning for a beige mini-van when you were young?’: Jeep promotes its Wrangler model

No child grows up dreaming of owning a beige mini-van.

That’s the message of the latest Jeep campaign which positions its Wrangler range as the car you’ve always wanted. 

The campaign, by Cummins & Partners, shows a young boy dreaming of his beige mini-van – falling asleep in a mini-van-shaped bed with his toy car, and building his go-cart to represent the family vehicle – something the brand says would never happen.

The campaign is designed as a reminder to consumers not to let life get in the way of childhood dreams. It will launch with a teaser creative of the beige mini van in video and outdoor, and will later highlight the features of the new Wrangler model.

Rebecca Williams, director of marketing at Jeep, said in a statement: “We found that for adventure seekers, owning a Wrangler is a life-long desire. Beyond the iconic Jeep grille is an all-new vehicle with more comfort, technology and capability ensuring this icon is equipped for the demands of today.”

Rachel Semmens, Jeep senior marketing manager, said: “It’s a privilege to launch the next evolution of this automotive icon and reignite that latent love consumers have for the Wrangler.”

The outdoor execution for Jeep Wrangler

Chris Ellis, Cummins & Partners creative director, added: “If your 10-year-old self met you now, would they be disappointed with the car you drive? A Wrangler is a dream for many, but until now, life – and oppressive choices like a beige minivan – were rationalised at the expense of adventure. Owning your childhood dream machine makes more sense than ever.”

The campaign will be executed across outdoor, television, digital and social.


Client: Jeep

Creative agency: Cummins & Partners

Media agency: Starcom

Digital agency: Digitas

Production: NB Content

Director Tony Rogers


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