JEEP has introduced a moment of peace to our television screens with an ad for its latest Compass focusing on isolated and tranquil locations.

Cleverly produced, beautifully filmed and almost devoid of human voice, the two ads push the sounds of nature over chatter resulting in 30 seconds of near silence that attracts a lot of viewer attention.

One 30 second ad shows a family relaxing on an isolated beach at sunset, and the other shows a couple returning from a bush walk. The audio is predominantly soft wind and bird calls.

There is an immediate invitation to visit the locations and Jeep doesn’t easily give that away, showing only the GPS coordinates.

The gen-three Jeep Compass campaign was done by Cummins & Partners who said all the locations shown were able to be reached using the Compass’ 4×4 capabilities.

Cummins & Partners associate creative director Adam Slater told media publication Mumbrella that: “When we looked at compact SUV advertising, we noticed a lot of the same features, music tracks and scenarios being played out ad nauseum.

“So we decided in order to be distinctive, we’d bring viewers into a true, realistic moment of escapism that no other car in this category can provide.”

Jeep Australia’s chief marketing officer Tom Noble said the new-generation Compass had “come along leaps and bounds in its technology, interior and connectivity” in comparison with its predecessor.

“But underneath all that, it’s still a Jeep – which means it does more than get you from A to B. It gets you to places where you really want to be,” he said.

The Jeep Compass campaign will roll out over the next two months on TV and online.

Jeep said that as part of the campaign, Compass owners can invite other Compass owners to visit their favourite spots by uploading their coordinates.

Cummins & Partners’ was also responsible for Jeep’s May 2021 campaign featuring Jack Thompson and the “wave”.

It must be working: Jeep has sold 4600 units this year to the end of July, up 62.3 per cent on the same period in 2020. For July, it sold 631 vehicles, up 24 per cent on July 2020.

Sales indicate it is selling more than 130 extra vehicles a month than in 2020.

Winners in the range are the Grand Cherokee – the most popular Jeep with 251 sold in July; Gladiator, which found 117 buyers and sales are up 254.4 per cent on July 2020; Wrangler with 151 sales for the month (+36%); and the Compass with 74 sales (23.3%) for July – up 61 per cent year-to-date.

By Neil Dowling