Sunday, February 09, 2014

In the name of progress

It's always nice to see a campaign find its way. This week Jeep appeared to finally find the right spot for their Don't Hold Back campaign.

Sure it's not revolutionary, but there's something nice and simple about the idea that buying a Jeep is a sign of being adventurous and energetic in a world of Utes and status 4x4's, yet for me the ads have never quite felt right.

However this week I saw the latest version, and it really starts to move the campaign in the right direction. Where the first few ads felt a bit blunt and forced, the latest takes it to a far nicer place. More subtle, but more relevant and engaging at the same time.

The simple change of representing the adventure of Jeep through an external object rather than a person directly expressing it makes so much difference.

For a campaign that has been labelled annoying by many people, it's a nice change to see it improve and start to live up to the potential of the idea behind it.

1 comment:

tom said...

Hey, need help making a slogan. I’m trying to create a slogan for a golf company. This golf company is known for creating high fashion premium products. When looking at their golf products, they consider them 80% fashion, and 20 % innovation. They consider their brand similar to PUMA and a higher end brand such as Bentley cars. They really want to enthuse the fact that they make premium fashion oriented golf bags. Therefore, they are trying to position themselves differently to Nike and Underarm our in the sense that they are a fashion oriented sports brand. Altogether, they want a slogan that captures innovation and fashion combined. Any ideas?