Compass Baby

Agency Network: 
Published/Aired: 
February 2012
Jeep:  Compass Baby
Jeep Print Ad -  Compass Baby

Description

Print advertisement created by Cummins, Australia for Jeep, within the category: Automotive.

Advertising Agency: CumminsRoss, Australia
Executive Creative Director: Jason Ross
Art Directors / Copywriter: Ed Howley, Toby Cummings
Group Account Director: Magdalina Triantafyllidis
Photographer: Garry Moore
Chief Executive Officer: Sean Cummins
Account Manager: Andrew Stone
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Highest Rated

m0g's picture

Great creative. You can actually see the marketing brief: "We're pitching at active guys who've just had their first child but insist it won't diminish their identity as a rugged individualist, rather they've just been delivered a tiny, equally rugged protegé. We want them to know that a minivan is not their inescapable fate".

Shame the car only rated 2 stars from Euro NCAP.

m0g
Activity Score 6
Mammoths-Not-Dead's picture

Jeep decided to connect extreme and family? ) why not! the stereotype that family should be boring-stupidly-smiling-playing-with-a-dog-at-the-lawn-in-front-of-the-house really sux! nice print

Mammoths-Not-Dead
Activity Score 414
ace85le's picture

He looks like a doll!

ace85le
Activity Score 3935
Marketing Manager |

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www.scorchidentity.com

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

vote4pedro's picture

why is there more mud on the baby than on the bike?

vote4pedro
Activity Score 4599
Copywriter
kleenex's picture

I agree.

kleenex
Activity Score 58777
Web Designer/Developer
robthechef's picture

I really like this. the helmet with the go-pro seals the deal, nice work

robthechef
Activity Score 521
chuckieT's picture

You can't even see what the Jeep looks like. 90% of the reason people are drawn to a vehicle are its looks.*

*Figure completely made up.

chuckieT
Activity Score 680
Creative
m0g's picture

Great creative. You can actually see the marketing brief: "We're pitching at active guys who've just had their first child but insist it won't diminish their identity as a rugged individualist, rather they've just been delivered a tiny, equally rugged protegé. We want them to know that a minivan is not their inescapable fate".

Shame the car only rated 2 stars from Euro NCAP.

m0g
Activity Score 6
MicheleVirgilio's picture

i really like the connection

MicheleVirgilio
Activity Score 2617
mark3r's picture

There was budget to take a decent photograph... yet they couldn't put actual dirt make-up on the kid? The splatter Photoshop brushes are way too obvious.

mark3r
Activity Score 1949
Art Director at Scout
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