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Agency Network: 
Published/Aired: 
June 2012
Jeep:  Soldier
Jeep Print Ad -  Soldier

Description

Print advertisement created by Doner, United States for Jeep, within the category: Automotive.

Caption

There's a soldier in every one.

Advertising Agency: Doner, Southfield, USA
Chief Creative Officer: Rob Strasberg
Creative Directors: Sam Sefton, Rob Legato
Copywriter: Chris Mcelmeel
Art Director: Tim Mcelmeel
Photographer: Tim Mcelmeel
Art Buyer: Kathy Lyons-Urbanek
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Highest Rated

Tuco's picture

Forced. Very 80´s and an awfull philosophy if you´re not from US.

Tuco
Activity Score 289
Copywriter at ah...
kleenex's picture

Out of the four jeep ads this was the only good one.

kleenex
Activity Score 58742
Web Designer/Developer
Tuco's picture

Forced. Very 80´s and an awfull philosophy if you´re not from US.

Tuco
Activity Score 289
Copywriter at ah...
mr.x's picture

Agreed. But I guess it speaks to their target group.

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

The headline is so wrong but the art direction is so cool.

someguy
Activity Score 674
adadict's picture

I don't see what is wrong with the line. As everyone knows Jeeps were created for the military (Jeep is some sort of abbreviation of GP which stands for General Purpose), so the history of the car is tightly connected to the army. The line is obviously referring to the car, and to say that "there is a soldier in everyone", it's just a way to metaphorically express that every Jeep vehicle is as strong, dependable and brave as any good soldier (from whatever army, not only the US).
As for the art direction, it is pretty conceptual and simple. If conceptual and simple is a passé thing that belongs to the 80s, please enlighten me here. I wish photography had been more polished and the objects didn't look so flat. Other than that, it's a pretty nice piece.

adadict
Activity Score 49
Art Director
Fernando Fernandes's picture

Como sempre, alguns tracinhos e dois circulos falam muito!

Fernando Fernandes
Activity Score 1416
Creative Director at Criative Director \TBWA Bolívia
LOLWREN's picture

It should have been other items; car keys, chewing gum, sunglasses, map ect (things you take driving), lined up as if by a solider...

LOLWREN
Activity Score 16
Copywriter at weareyellowbird
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