Jeep does Father's Day

Before anyone else, there was Jeep. Not the new iteration shown in the ad above (a very good ad mind you), but the original, passepartout Willys - considering we hail from Lebanon that was one ubiquitous mode of transport for armies and militias alike (so basically it is indeed part of the Lebanese collective memory). But on such a day where the drums of war seem to be very present in the region, suffice to say that maybe the new one was more fit to print. As I said, yes, it is the father of all 4x4 because it is not uncommon to name all the category after that specific brand - meaning I have a (insert car brand) Jeep. So with this, have a nice father's day.

Jeep - using the grid as a central message.

In French they say "il fallait y penser" - one should have simply thought of it.

It took forever but someone has finally thought about it. Publicis Groupe Middle East just used OIIIIIIIO as a starting point to a brilliant campaign. "Nature is in our nature" as few other brands such as jeep (that's the iconic front grid!) are connected to the concept of the wild, nature, and adventure.

Ok, you did not hear it from me, but the campaign works much better as print rather than film (see it here), interestingly it is also running in parallel with another very strong campaign - also by Publicis - which uses the grid (point and dash) as a Morse code to telegraph words related to concept of being out in nature.

Am posting the other campaign below as well.

So there. Two very strong campaigns running in parallel connecting Jeep to nature via its grid.

Brilliant indeed! Small point though, the two campaigns could have used a bit of time differenciation for full impact to both campaigns. Since both are incredibly strong but ended up stepping on each other's toes.