This Jeep campaign is iQuanti vice-president's favourite: Know why

Which is your favourite campaign and why?

I’ve always been a huge fan of print advertising. A quick trip down memory lane and as an avid student of marketing campaigns, I’ve always seen the great old print ads hold their own. From timeless campaigns like Coca-Cola ‘’The pause that refreshes’’ to DeBeers’ “A diamond is forever’’, to modern day wizardry of great copy writers and creative directors, print ads continue to be my favorite medium.

While there are many great brands I admire, Jeep is my all-time favourite, and the creative ad campaign from the stables of Leo Burnett Paris, “See What You Want To See’’, takes the cake. The ad features three different animals which when turned upside down become another species, a deer becomes a penguin and so on. The maker’s grand old vision has always been of their brand as an instrument to take riders wherever they want to go and see whatever they wish to see in the world. So, whatever is your world vision, the ad heightens your perception, and through clever copy placement, allows users to choose their preference.

On what parameters did you base your decision?

While success could be defined in a lot of ways, but for me a campaign works if I can connect with the message instantly. Having seen the brand evolve, while retaining the core ingredients, this was a fun play at connecting with the brand. And the fact that the campaign does not feature the product and plays on the sentiment and long-lasting customer perception is downright brilliant.

Photo : ibelieveinadv.com

 

What do you think was the key idea the campaign was trying to drive home?

There is no single world view. For a brand like Jeep, which is rugged and is known for its all-surface vehicles, the message hits home. 

Own a Jeep and live the world on your time. Whether you are a proud Jeep owner, or aspire to be one, it’ll be difficult to find fault with the premise of the message.

Do you remember the campaign winning any advertising awards? Do you think these awards serve any purpose?

I remember the campaign creating a lot of flutter and was the talk of the town since its launch. I am sure it would have received a lot of awards. The awards serve a definite purpose of pushing the envelope. 

There’s a tremendous amount of forethought that went into this campaign and many other. 

Aditya Saxena Vice-president, APAC, iQuanti

 

Did this campaign inspire any of your work? What are your takeaways from the campaign?

A major takeaway from the campaign is brands must retain their core message. While advising global brands on digital strategies, this is my first message to them. That core message needs to be consistent and stand the test of time.  

What else could have been done to make the campaign better?

This is purely an example of print ad at its best. The creative team at Leo Burnett Paris did a stellar job and I would not change a thing. I’d love to be a fly on the wall though during the creative process, though.

• My take:  A tremendous amount of forethought that went into this campaign
• Brand: Jeep
• Year of launch: NA
• Agency: Leo Burnett Paris