“I’ve wanted a beige minivan since I was a kid,” said no one, ever. That’s the insight behind the campaign for the all-new Jeep Wrangler, set to launch via Cummins&Partners, Melbourne.

Led by a launch film, set in an alternate universe where a child’s dream car is a sensible beige minivan, the cheeky campaign is a welcome reminder not to let life get in the way of what you’ve always truly wanted.

Says Rebecca Williams, director of marketing: “We found that for adventure seekers, owning a Wrangler is a lifelong 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.”

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

Says Chris Ellis, creative director, Cummins&Partners: “If your ten-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.”

Kicking off with teaser creative featuring the anti-hero beige minivan, the campaign will run across large format outdoor, television, digital and social, with creative duties handled by Cummins&Partners in collaboration with Digitas and Starcom.

The TVCs were produced by NB Content and directed by Tony Rogers.