Australians say ‘I’m in’ to Jeep via Cummins&Partners

16 September 2020

Advertiser: Fiat Chrysler
Creative Agency: Cummins&Partners
Media Agency: Starcom

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“The ‘I’m in’ platform is an affirmation for the brand."

Jeep Australia has released the next instalment of the I’m in campaign via Cummins&Partners, following the successful relaunch of the brand generating a significant uplift.

Jeep is for those who don’t just accept challenges, they invite them.

Shot in iconic locations the dryly observed portraits of Australian life show how it’s more than legendary capability and reassuring customer service that motivates a Jeep driver, it’s a bold, carefree attitude – a willingness to embrace any challenge with two words: ‘I’m in’.

“The ‘I’m in’ platform is an affirmation for the brand, and a declaration that you’re up for a challenge. And that’s what every Jeep is built for," Cummins&Partners creative director Chris Ellis says.

"Backed by awesome product and an improved commitment to customer care, these commercials will address perceptions about Jeep in relatable scenarios with natural humour. And in the process, get Aussies calling each other ‘sea cucumbers’ en masse.”

The campaign is spearheaded by four commercials directed by Tim Bullock featuring the brand’s latest line-up of vehicles including the all-new Jeep Gladiator, taking us to every corner of the country.

“This is a brand trust campaign via a business transformation project and it’s delivering results. In the two months since launch, Jeep has grown sales year-on-year in a declining market," Jeep Australia marketing director Tom Noble says.

"And this latest creative re-ignites and reassures in equal measure.”

Cummins&Partners chief creative officer Sean Cummins says: “We’re excited to put the Jeep brand back into the heart of Australians' passions, reopening the dialogue we started with consumers and creating permissibility once again."

The integrated campaign continues across TV, digital, outdoor, social, in-dealer and press.


Client: FCA Australia
Managing Director: Kevin Flynn
Director of Marketing: Tom Noble
Senior Marketing Manager: Rachel Semmens
Marketing Manager: Samantha Lorenzi

Creative Agency: Cummins&Partners
Chief Creative Officer: Sean Cummins
Creative Director: Chris Ellis
Associate Creative Director: Adam Slater
Senior Art Director: Cam McMillan
Group Account Director: Josh Collins
Integration Director: Kara Brumfit
Integration Manager: Isaac Montebello
Chief Executive Officer: Chris Jeffares
Senior Planner: Brad Hill
Executive Producer: Karley Cameron

Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Producer: Julianne Shelton
Cinematographer: Danny Rhulmann
Production Designer: Aaron Crothers
Editor: Adam Wills
Online: Eugene Richards. Arc Melb
Producer: Freya Maddock
Colourist: Edel Rafferty
Sound: Final Sound, Ramsay De Marco
Producer: Pip Wright

Media: Starcom
Digital & Social: Digitas and Nicebike

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