Redefining what an EV can do.
Jeep has revived its ’I Bought a Jeep’ brand platform and reinvented it for 2024, giving new meaning to the well-known tagline.
The campaign aims to showcase the Jeep Avenger’s off-road capability and redefine what an EV can do.
Cummins&Partners global CEO Michael McConville said it was time to get back to what’s most important in a Jeep with the brands first all electric vehicle arriving.
"What it can do for you is important, yes but how it can make you feel is much more profound. When you know you can do that little bit more, or seek out that little bit extra, you feel that little bit more free," he said.
"That’s a deeply personal feeling that can take you places you might not otherwise think possible. I think we’ve captured that with real honesty here, and it fits with this amazing new range of product."
Cummins&Partners creative director Heath Collins said it’s a game changer for Jeep and outdoorsy fans of the EV category.
"In the past you’d have to choose between EV and adventure (unless you were somehow fine to bash your Prius through creeks and across rocks and sand), but the Avenger has it all," he said.
"It’s all electric, but it’s all Jeep, which is why it’s the EV that recharges you."
The Jeep Avenger campaign, directed by Tim Noonan, was shot in Tasmania and launches across online video, radio, social media and OOH.
Credits:
Jeep Australia (Stellantis)
Creative agency: cummins&partners
Production company: NB Content
Media: Starcom
Digital & Social: Digitas
