Jeep Wrangler is the antidote to boring

10 July 2019

Creative Agency: Cummins&Partners
Media Agency: Starcom

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The new Jeep Wrangler campaign, launched via Cummins&Partners, is calling on people to drive the car of their dreams.

“I’ve wanted a beige minivan since I was a kid,” said no one, ever.

The new Jeep Wrangler campaign, launched via Cummins&Partners, is based on this insight.

"If your ten-year-old self met you now, would they be disappointed with the car you drive? A Wrangler is a dream for many, but until now, life – and oppressive choices like a beige minivan – were rationalised at the expense of adventure. Owning your childhood dream machine makes more sense than ever," Cummins&Partners creative director Chris Ellis says.

Led by a launch film, the cheeky campaign is set in an alternate universe where a child’s dream car is a sensible beige minivan.

It is a welcome reminder not to let life get in the way of what you’ve always truly wanted.

“We found that for adventure seekers, owning a Wrangler is a lifelong desire. Beyond the iconic Jeep grille is an all-new vehicle with more comfort, technology and capability ensuring this icon is equipped for the demands of today," Jeep director of marketing Rebecca Williams says.

Kicking off with teaser creative featuring the "anti-hero" beige minivan, the campaign will run across large format outdoor, television, digital and social, with creative duties handled by Cummins&Partners in collaboration with Digitas and Starcom.

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