Cummins&Partners’ launch campaign for Jeep Compass was made between lockdowns 4 and 5 in Melbourne. Even if you’re in Sydney, currently in day 37 of its third lockdown, or Brisbane, in day four of its new lockdown, you’re feeling it. You long to be able to roam.

The campaign may have been based on the idea that for Jeep drivers the most important feature of their car is capability, but it is also a beautifully timed car campaign. It features a car that lets you out on the sand so you can go surfing, another that takes you to within a metre of your beachfront picnic spot and a third that takes you to the top of the grassy hill where you begin your bushwalk. Underlining the life-affirming nature of these assets, the campaign films have a deliberately serene, minimalist feel, and feature the GPS coordinates of real Australian locations, all of which can be accessed using the genuine 4×4 capability of the Jeep Compass.

Cummins&Partners’ realised that the unfamiliar places a Jeep Compass can take you trump the futuristic, yet familiar SUV features the cars possess.

Adam Slater, associate creative director, Cummins&Partners, explained, “The real luxury of owning a 4×4 isn’t just driving on muddy roads. It’s having unrestricted access to the things that really matter in life – time, space and nature. When we looked at compact SUV advertising, we noticed a lot of the same features, music tracks and scenarios being played out ad nauseum. So we decided in order to be distinctive, we’d bring viewers into a true, realistic moment of escapism that no other car in this category can provide.”

Tom Noble, chief marketing officer Jeep Australia, stated, “The Jeep Compass has come along leaps and bounds in its technology, interior and connectivity. But underneath all that, it’s still a Jeep – which means it does more than get you from A to B. It gets you to places where you really want to be.”

The campaign will run TV and online for the next two months. Jeep Compass drivers will also have the chance to upload their favourite spots to social media, using a special tool that calculates their exact coordinates – allowing other Jeep drivers to recreate their adventures.

Credits:

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 
Group Account Director: Josh Collins 
Account Director: Kara Brumfit
Senior Strategist: Brad Hill 
Senior Retoucher: Emma Shaw

Production Company: NB Content 
Director: Justin McMillan 
Executive Producer: Ian Kenny 
Line Producer: Nick Wolff 
Producer: Brian Ho
DOP: Stefan Jose
Photographer: Erik Williamson
Drone: Tony Driver @ Heliguy
Editor: Digby Hogan, The Empire Post 
Grade: Kali Bateman
Sound Design: Ross Batten & Rosco Audio

Media Agency: Starcom
Digital & Social Agency: Digitas