Jeep: Have Fun Out There

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 — fu

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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 that must've been fun to write.

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About

Credits
Date
Jul 13, 2007
Client:
Jeep
Executive Creative Director:
Chuck McBride
Creative Director:
Travis Britton
Creative Director:
Joe Kayser
Photographer:
Mark Laita
Photographer:
R.J. Muna
Copywriter:
Ward Evans
Copywriter:
Justin Chen
Art Director:
Jon Benson
Print Producer:
Casey Mooney
Art Producer:
Jennifer Worth
Agency:
Cutwater
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