Jeep brings on the Man from Snowy River via Cummins&Partners

24 May 2021

Creative Agency: Cummins&Partners

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The campaign sees Jack Thompson drive home the tradition of Jeep drivers looking out for each other in all circumstances.

To launch Jeep Wave – the auto brand's global customer care initiative – the Man from Snowy River, Jack Thompson, himself gets behind the wheel of a Jeep.

Jack Thompson, one of Australia's most popular and enduring actors, explains the significance and special bond that the wave between Jeep drivers creates.

“I’ve always felt that exchanging a wave on a country road is a classic form of bush courtesy. It’s a typical Australian gesture,” Thompson says.

Featuring vast Australian landscapes and quintessential characters, the campaign sees Thompson drive home the tradition of Jeep drivers looking out for each other in all circumstances.

“Jeep as a brand has a great history of epic adventures, and exploring our country in a classic Jeep was really great," Thompson says.

Jeep Australia marketing director Tom Noble says, "As a man who's had more than his fair share of journeys over the years, Jack understands the importance of looking out for one another on the road.

"For Jeep drivers, receiving the iconic Jeep wave is an acknowledgement that 'you're one of us, we’ve got your back', and it's the same kind of support we're committing to give our customers.”

Jeep was one of the few brands up in 2020, a year when the industry declined.

Over the past 18 months, Jeep has made key business changes to provide better support for Australian customers.

This has included the launch of a revamped Capped Price Servicing program for new vehicles, the employment of technical fly-in experts across the country to support the dealership service teams, a price adjustment of over 17,000 parts and review of the Customer Care team and processes.

"From his passionate support of Australian cinema to his big-hearted philanthropic efforts, Jack understands the importance of mateship and being in it together," Cummins&Partners associate creative director Adam Slater says.

"We’re thrilled that he said 'I’m in' to jumping in a Jeep, and letting Aussies know that they’re never alone, no matter how far from home."

The campaign launched 16 May, across TV, online and in Jeep dealerships.

Client: Jeep 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
Associate Creative Director: Adam Slater
Senior Art Director: Chay O'Rourke
Creative Contributor: Katie Britton
Group Account Director: Josh Collins
Account Director: Ben Peachell
Senior Strategist: Brad Hill
Production Company: NB Content
Director: Justin McMillan
Executive Producer: Ian Kenny
Line Producer: Nick Wolff
Producer: Brian Ho
DOP: Earle Dresner
Photographer: Kenny Smith
Drone: Tony Driver, Heliguy
Editor: Oliver Waghorn
Grade: Daniel Stonehouse, Crayon
Composer and Sound Design: Electric Sheep Music
Media Agency: Starcom
Digital & Social Agency: Digitas

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