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John O Hea/Paul Szary, art directors
Ty Hutchinson, writer
Robin Chrumka/Mike Stocker, creative directors
Rick Dennis, executive creative director
Bill Bruce/David Lubars, chief creative officers
BBDO (Detroit, MI)/BBDO (New York, NY), ad agencies
This campaign introduces the next two vehicles in the Jeep lineup—the all new 2007 Jeep Wrangler two-door, the brand's icon, and the new Jeep Wrangler Unlimited, the first-ever four-door Wrangler. Both vehicles tap aspirational Jeep values—the need for freedom, adventure, excitement and fun. This active Jeep lifestyle is communicated in a new marketing campaign featuring "bugs" traveling across indoor and outdoor landscapes, up the walls of buildings and through magazine pages. Upon closer look, the bugs are actually an aerial view of the new Jeep Wranglers carrying kayaks, surfboards, snowboards and backpacking gear. When images shift to a side view, it becomes clear that the bugs are actually a Jeep Wrangler or Wrangler Unlimited, the new species of Jeep.
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