Fiat showroom plays geography

Maliks said it without much evidence (here) but with Fiat the facts are solid. With Fiat (and sadly the non-photographed Jeep) we know exactly where the showroom is. You turn right and 50 meters on, and then bang. Funnily for a whole generation of Lebanese the Fiat showroom gave its name to a well-known overpass located in Beirut, Lebanon, near Corniche El-Nahr and Pierre Gemayel Avenue, right next to Souk el Ahad. Back then Fiat was under the Saad and Trad dealership. Well, now that the brand has migrated to Gargour Group, the address has changed. The bridge naming did not however even if Saad and Trad have now focused on Jaguar, Bentley and Lamborghini. Yes, that Jaguar.

Jeep - enjoy the view.

Jeep is - delightfully - up to its tricks. Well, considering the car gave its name to all 4x4 cars (in Lebanon it is not unheard of for someone to say "I have (insert car name) Jeep", this brands means business. Serious business. Rock=climbing seems to be one of its hobbies, and as if to prove it, look where the car is. Or rather above what the car is. Yes, yes, this happens in the Faqra roundabout, the uppity place rich people go, people with enough spare change to buy them one of those Jeep cars. But no matter, we can all enjoy the view, while Jeeps enjoys some other more elevated view. Joefish is certainly on a winning streak as of late.

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.