To drive a Jeep means not knowing where your journey will end. It’s the possibility to go anywhere … with the only limits being your imagination.
No longer content to push traditional fantasies of off-roading, Jeep, the world leader in 4x4, wants to deliver a message much more realistic and in line with today’s usage of SUV.
Every time we get behind the wheel of a Jeep, it’s the dawn of a potential adventure. In these three magnificent visuals produced by Leo Burnett France, Jeep reminds us that adventure is not just the preserve of the off-road… It can also be found on it.
Today, the pioneering 4x4 marque is making a resolute turn towards the future. By challenging the traditional codes of communication in the sector, Jeep delivers a message that is much more audible and credible to today’s drivers. Goodbye promises of an outdoor lifestyle often unattainable to most. Jeep, more than ever, is placing adventure right in the heart of peoples’ everyday — in the heart of their real lives.
With this campaign Jeep is signalling a welcomed strategic re-positioning, and with it, bringing a breath of fresh air into the traditional communication codes of the sector.