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Grill, Wrangler

Campaign
Agency Network: 
Published/Aired: 
February 2012

Description

Print advertisement created by Publicis, Canada for Jeep, within the category: Automotive.

Caption

Capture the Wild.

Advertising Agency: Publicis, Montreal, Canada
Creative Directors: Nicolas Massey, Carl Robichaud
Art Director: Bogdan Truta
Copywriter: Michael Aronson
Illustrator: Bogdan Truta
Photographer: Getty Images
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arnwald's picture

This is great. Without the copy would be perfect.

arnwald
Activity Score 52
Forabord, Barcelona
sirvan's picture

Totally agree. The visual uses the iconic JEEP grill to show what you would see (were you inside the engine). But instead of just letting it be simple, they had to go and convolute it with some weird language that turns the grill into a jail. Or something.

Sometimes the best idea is the one before the one you just had.

sirvan
Activity Score 29860

+++

"I love some things, and don't love some other things."

jackmancer2017's picture

Doesn't even need copy or the suggestion of lamps - the grill is quite iconic :) lovely visual-idea.

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
CuriousPencil's picture

Without the copy there would be no message retention, just a distant memory of a stowaway photographer on the engine block. Not convinced 'capture' is the right message for automotive, but the imagery is good.

CuriousPencil
Activity Score 4225
Copywriter
YJ's picture

Agreed. This would not work without the line.

YJ
Activity Score 375
Art Director
Whossane's picture

BMW had the same exact concept, without the copy of course, 6 years ago with the X5...

Whossane
Activity Score 2
Art Director at Tasweeq Shopping Malls
donau's picture

Its not the same exact concept BMW concept is much better http://adsoftheworld.com/media/print/bmw_x5_horses?size=_original

donau
Activity Score 104
Copywriter |

donau

Karelgp's picture

You right, i like more BMW ads

Karelgp
Activity Score 123
Copywriter at Intégralo BTL
JohnTran's picture

If you tried to show prison bars. You failed. If you tried to tell that you'd go anywhere whit your truck, the line is not good. So, the line does not work with your image. But art direction is really neat. Good job Bogdan.

JohnTran
Activity Score 20
MissCopywriter's picture

Maybe the copywriter was forced to write something...

MissCopywriter
Activity Score 168
Copywriter at Leo Burnett & ARC Bangkok
Hadrons's picture

He needed to justify his salary...

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

corporal_hicks's picture

Capture is not the right line i think, as long as it's not a photocamera ad.
Does not work for me.

corporal_hicks
Activity Score 365
Art Director
ace85le's picture

I think it's irrelevant and trying too hard.

ace85le
Activity Score 3935
Marketing Manager |

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www.scorchidentity.com

Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

Roger Keynes's picture

Agreed.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

mr.x's picture

Love the idea. Skip the copy and the packshot/logo.

mr.x
Activity Score 998
Forsbergs Skola
yoyoyok11's picture

Agree with Curious pencil, with no copy no message!!

yoyoyok11
Activity Score 11
tyro's picture

Superb. Captures the idea very well

tyro
Activity Score 28
Bangalore, India
kleenex's picture

interesting idea.

kleenex
Activity Score 51098
Web Designer/Developer
Hadrons's picture

Like the ad, agree with the concept that it would be sleeker without the copy.
Less is more for sure in this ad.

(Especially for the lame slogan: capture the wild... camel?! )

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

NicoCiego's picture

lovely series.

NicoCiego
Activity Score 1033
Art Director at Quezon City Philippines
kurtberengeiger's picture

This is the best of the bunch.

kurtberengeiger
Activity Score 7323
Copywriter
Michaelsmagic's picture

maybe the copy should be“something inside”

Michaelsmagic
Activity Score 261
Meredith Singh's picture

Why is everyone still discussing he merits of this ad? BMW famously did it already and did it way better. Everyone can just move along.

Meredith Singh
Activity Score 407
Art Director
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