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.