The ask
Create a brand anthem film for Jeep’s Brand Community, a place where passionate drivers and fans can stay up-to-date with the events, people and collaborations that make Jeep Life special.


Creative insight
Jeep owners are so wonderfully and wildly different, many times, their Jeep is the only thing they have in common.


Campaign idea
Find uncommon ground


Activating the idea
Create a brand film that showcases how beautifully diverse Jeep owners are.


Manifesto
We are not the same. In fact, being different may be the only thing we all have in common. And that’s a beautiful thing. We carry with us different ideas, experiences, traditions, abilities, interests, hopes, outlooks and opinions.

So naturally, sometimes, we disagree.

But being part of this family means we seek each other out, hear each other out and help each other out no matter what.

Our differences aren’t just valued. They’re vital. And they’re what make us unafraid of driving towards the difficult, the unknown, and the undiscovered, in pursuit of the unimaginable.

Jeep
Find uncommon ground


Brand anthem film
[Using the campaign manifesto as our script, our VO opens over close up, handheld footage of a 50-something man staring down the sun as he drives down a long straight highway in middle America, in search of an end-of-day off-road adventure.]

We are not the same. In fact, being different may be the only thing we all have in common. And that’s a beautiful thing.

[Hard cut to another driver, this time a young woman, who’s rocking out to Halsey with her dog in the passenger seat. She’s staring down the same sunset as the first guy.]

We carry with us different ideas, experiences, traditions, abilities, interests, hopes, outlooks and opinions.

[Camera stays still as she drives forward out of frame and a third driver pulls into frame — a younger kid in an older Wrangler — haphazardly navigating his stick shift, but getting the job done.]

So naturally, sometimes, we disagree. But being part of this family means we seek each other out, hear each other out and help each other out no matter what.

[Camera backs out to reveal we’ve been getting glimpses of a Jeep brigade, nearly 50 Wranglers long… all of which, like their drivers, couldn’t be more different. Some have lift kits and custom paint jobs, others have snorkels, custom lights and fender flares, while others are all factory. Some have custom back tire covers like “Play dirty” and “Life is good” — each giving a glimpse into the personality of its driver.]

Our differences aren’t just valued. They’re vital. And they’re what make us unafraid of driving towards the difficult, the unknown, and the undiscovered, in pursuit of the unimaginable.

[The long line of cars takes a hard left off the highway, and onto a bumpy dirt road. Camera rises up above the brigade as they drive off on uncommon, adventurous terrain.]

[GFX] Find uncommon ground.
Jeep logo.


Print and social ads
Ad series will each feature close up, rear shots of Wranglers with one of many varied, custom back wheel covers acting as campaign headlines, each giving a glimpse into the personality of its driver.

”Life is good”
”If you can read this, flip me over.”
”Play dirty”
”My other car is a horcrux”
…and so on.

[Body copy/post copy]
We are not the same. In fact, being different may be the only thing we all have in common. And it’s a beautiful thing. Our differences aren’t just valued… they’re vital. Because they’re what keep us unafraid of driving towards the difficult, the unknown, and the undiscovered, in pursuit of the unimaginable.

Jeep
Find Uncommon Ground

Art Direction
Photography shown is not original; it’s used as mood board imagery, only.