Credits:

San Francisco's Cutwater makes its Jeep debut with print and outdoor ads, the first stage of an ambitious new multimedia effort featuring a strategy that's all about — the price of gas aside — fun. That's right, fun. As CD Travis Britton explains, "With an expanded line of seven vehicles, Jeep faces the ultimate brand challenge: bring more people in without selling its authentic soul. The Jeep that everyone knows and recalls stands first for utility, ruggedness and safety," he claims.

But then there's the apparently downright giggly fun factor. "In research among Jeep owners, they would talk about how happy they were, how much fun they were having and how they viewed driving like play," says Britton. "We want to call attention to the fact that all of these things create the most fun ride on or off the road. This one simple word defines the movement we'll build around this brand. Buying a Jeep will be a vote for fun, a declaration that you believe life should be more fun, and that this is a vehicle that can take you there." Besides the iconic fun-on-wheels of the outdoor ads, there's a long-copy print execution (see the PDF) that must've been fun to write.

Client:
Jeep

Agency:
Cutwater - San Francisco

Executive Creative Director:
Chuck McBride

Creative Director:
Travis Britton
Joe Kayser

Photographer:
Mark Laita