Every week I attempt to share a curated list of clutter-breaking new creative ads. ‘This is Jeep Country’ – celebrating the 85th anniversary of Jeep, a new ad for M&M’s and more are part of this week’s collection.
Jeep: This is Jeep® Country
Heritage brands have several advantages: their ‘origin’ story, the time span they have witnessed or the various ways in which they have changed lives can all become campaign ideas. ‘America was Jeep brand’s first customer’ is the dramatic opening for a new ad celebrating the 85th anniversary of the brand. The ad isn’t just about the vehicles but equates the brand to the spirit of the nation itself – celebrating freedom, resilience, adventure and passion. It’s a high-energy film meant to evoke pride in America. LinkedIn user Pallab Roy shares some interesting tidbits about the brand:
In 1940, the US Army invited 135 automobile manufacturers to develop a lightweight, four-wheel-drive reconnaissance vehicle. A small company called American Bantam built the first working prototype in just 49 days. But it lacked the manufacturing capacity for large-scale military production. Willys-Overland and Ford subsequently became the principal manufacturers of the wartime Jeep. And here’s another interesting bit. The iconic Jeep grille was originally designed by Ford! Ford developed the stamped-steel, nine-slot grille, which was simpler and easier to manufacture. The design was subsequently adopted for wartime production. When Willys introduced the first civilian Jeep in 1945, larger headlights required the two outer slots to be removed. And the famous seven-slot grille was born! Even the name Jeep has an intriguing history. Some associate it with Ford’s GP designation, while others trace it to Eugene the Jeep, a magical character from the Popeye comics. Its exact origin remains debated.
Agency: Highdive
M&M’s: screentime
Snack foods, colas and food-delivery services have a great fit with TV watching – be it traditional cable or streaming. Everyone loves to settle in to watch their favourite sports or shows with some snacks for company. The campaign ‘Food, friends & Thumps Up’ ran in the 1990s in India. Many brands, notably Doordash and Uber Eats of late have created successful campaigns anchored on this concept. A new set of shorts for M&Ms brings their Spokescandies as part of familiar genres in television: the Spanish telenova, a crime drama and so on. Loved it.
Agency: BBDO Chicago
Super Chennai: Golu with a twist
During the Navaratri festival, it is customary for Chennai households to display dolls and figurines depicting gods, people, stories and scenes from everyday life. The tradition, called Golu, is unique to some parts of South India. Super Chennai, a citizen-led initiative to showcase Chennai as a truly global city, has launched a Golu Contest inviting people to register and participate in a contest that is in line with their larger intent:
Create your Golu in any style you love — traditional, cultural, creative or futuristic — while celebrating Chennai’s heritage, traditions, people, food and local identity. Bring in the city’s technology, innovation, infrastructure and growing global outlook to imagine the Chennai of tomorrow.
A poster re-imagines some of the world leaders as Golu dolls, dressed in traditional South Indian costumes. Creativity and story telling is at the heart of this tradition and the static image brings it alive.
Agency: Blue Noodles
Transport for London: the stop is just the start
Any transport network can claim that they are more than just taking people from one place to another. A set of films for Transport for London has a lovely summation: ‘the stop is just the start‘. It tells short relatable stories of new beginnings, connections, and relationships that travelling on TfL’s network makes possible.
Agency: VCCP
Sekonda: any second now
A new campaign for British watch brand, Sekonda (check out earlier campaigns here) aims to position its stylish timepieces and smart wearables as a staple for a younger generation. I loved the idea of ‘Any. second. now’ bringing to life moments of anticipation leaving the viewer guessing what will happen next.
Agency: VCCP Blue
Sharps Fitted Furniture: Sisters
Advertising, when done well, can truly surprise you with its story-telling ability in a matter of seconds. A new 90-second film for Sharps, a bespoke furniture brand in the UK, tells the story of two sisters who connect with each other through their own ‘code language’ of taps on their bedroom walls. They mischievously sneak back and forth between the bedrooms in their late-night antics only to be admonished by their parents.
Sharps’ fitted wardrobes are installed on either side of the wall, to the initial disappointment of the sisters. But all is well when they discover a way that keeps them connected. It beautifully captures the core philosophy of furniture designed around the people who live with it.
Agency: Neverland
Super Money: split it
Digital shopping is now affordable by splitting your payments into 3 parts without extra fees, is the promise of Super Money. Actor Tiger Shroff known for his stunts, interprets it literally to dramatise the benefit. The juxtaposing of the situations – gymnastic splits in a sauna, living room, and gym drives home the point and brings a smile.
Agency: Talented
Of the lot, I loved the Sisters ad for Sharps the most. Which one was your favourite? Do comment in.
