Grill, Liberty

Campaign
Agency Network: 
Published/Aired: 
February 2012
Jeep:  Grill, Liberty

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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djspiralz's picture

Why "capture"? I get what you tried to do with the bars... but i don't find it logical... yeah, you can say that appreciating it is some kind of "appropriation", but those creatures are free in their natural environnements and it's us who's the prisoner in the cage

Maybe trying to show it like a mobile-human-zoo, that you get yourself in that Jeep cage so the free creatures can see you, would make more sense

Avec amour, un gars de Montréal :)

djspiralz
Activity Score 491
Copywriter
CuriousPencil's picture

I've the same issue with the forced puzzle-piece of 'capture' - it's too linked with photography also, to do any justice to the mild thought that the grille looks like bars. I get the feeling that this one had a lot of client-meeting convincing involved to get it to this stage.

CuriousPencil
Activity Score 4225
Copywriter
vote4pedro's picture

Nice use of stock photography.

vote4pedro
Activity Score 4601
Copywriter
MissCopywriter's picture

Damn, the line is so confusing...

MissCopywriter
Activity Score 168
Copywriter at Leo Burnett & ARC Bangkok
donau's picture
donau
Activity Score 104
Copywriter |

donau

Meredith Singh's picture

The BMW version is a brilliant ad that won lots of awards and was on the cover of Luerzer's Archive. These guys should be embarrassed to have not been aware of it (and I believe they didn't know about it because it is much better than their ads).

Meredith Singh
Activity Score 407
Art Director
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