Jeep continues ‘The Ultimate Search Engine’ ad campaign for Grand Cherokee via CumminsRoss
April 3 2012, 5:20 pm | | 23 Comments
Jeep Australia has launched a new campaign for the highly-awarded Jeep Grand Cherokee, via Melbourne agency CumminsRoss.
Shot in Melbourne, Chile, Patagonia and Argentina by renowned director/DoP Germain McMicking, and conceived by creative team Ed Howley and Toby Cummings, the commercials were recently premiered as two 60 second and two 30 second spots, with a stirring soundtrack composed by recent TropScore winner, Ben Allen.
The campaign continues the brand’s mantra of ‘Don’t Hold Back’ through an illustration of humanity’s incurable determination to never stop searching an insight counterpointed with the Grand Cherokee’s positioning as “The Ultimate Search Engine”.
23 Comments
“From the day we’re born……..
……we hate ad like this.”
Is it just me, or are most TV spots starting to look the same?
Good job lads well done on a tight budget and short turn around this is a good result
Congrats to Cummins Ross for extracting so much marketing budget from Jeep. Shame they continue to waste it producing such forgettable guff.
“We open on a desert in South America…”
Seriously, nice work. Hits the mark.
Tight budget?
Things must be tight when you’re on location in Chile, Patagonia and Argentina.
Well done to the sales team over there, you are truly incredible?
The ultimate search engine just stalled, caught fire and blew up. Eyewitnesses reported mangled wreck emitting a strong cheesy smell.
Seen virtually every image in other ads ..ten minute edit job and lets go and sell it to the client…hopefully they’re not too aware of whats gone before
@6:27
Agreed. Style du jour imposed on substance.
Lovely pictures on their own, but all so earnest and cliched when finished.
Do something different.
ok, i’ll say it then.
“if we didn’t seek, we wouldn’t find”
Molloy’s Seek ad from about 5 years ago. That’s how you do this.
http://www.exitfilms.com/?director=5&reel=archive
Sub the word ‘Search’ for ‘Seek’…
Tasteful restraint, beautiful imagery, wonderful music, great idea. I don’t see what’s not to like!
I’m literally their exact target market. Jeep loyal for many years and I’m now looking at the new Grands.
These ads are shit. Fluff pieces with big budgets. Old school 80s junket style. They won’t sell a thing and do nothing (positive) for the Jeep brand.
But full credit to the team for selling them in, I hear Chile is delightful this time of year.
Nice work boys.
Unfortunately lack of life experience seems to shine through the glibness!
“From the day we’re born -”
-shot of an egg being fertilised…
right.
It is a familiar formulae – however nicely shot. I enjoyed it.
Well done CR
Big, expensive, well crafted and pointless.
C’mon! It’s 2012, there are so many more innovative ways to engage an audience than these rambling 60 second tvc’s which are ultimately completely forgettable.
From the blurb I was expecting something meaningful, fresh or…
Does anyone else feel that the link between ‘Never stop searching’ and ‘Don’t hold back’ is a bit forced, or try hard?
One’s about searching for meaning, the other’s about being gung-ho.
Maybe the writer of this needs to go back to the ‘Just Do It’ Nike work of the mid-to-late nineties this piece clearly references and see how that writer drew the strings together at the end.
Nice piece for the DOP’s reel, but that’s about it.
@6:08PM
The writer didn’t write that. It reeks of client interference.
It looks like a steal-o-matic of several high profile directors’ reels, just the kind of thing that an agency will traditionally pass along to prospective production companies and their directors to write treatments and to quote with a budget that’s about one tenth of that which it took to make the original images in the commercials that inspired the agency creatives, or perhaps in this case, the feature films.
In the famous words of C.B. DeMille, “Give me three $150 a week writers, and I’ll write it myself.”
And speaking of the writing, the copywriter, probably the art director as well, so clearly want to be Terrence Malick, in other lives, and that’s a very good aspiration, but to trivialise this kind of poetic exercise by placing it in the service of a Jeep Cherokee, and to actually include the car shot at the end, where mountaineers, and gauchos, and paranormal ghost whisperers have gone before, well, have you no shame?
It’s unoriginal, and in the end, the great depth of meaning to a car spot, just manages to lampoon itself.
There are so many of these montagey ads these days it’s becoming a joke.