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ONE wave says it all, even after 50 years, from the appreciated peace-sign of Chrysler’s “Hey Charger” ads of the 1970s to today’s “Jeep Wave” from actor Jack Thompson.

Jeep’s latest TVC reinforces the car-maker’s customer care program that it has been building for the past four years both in answer to expanding ownership programs from rival OEMs and also to quell critics of some much-publicised quality issues over a longer period.

The “Jeep Wave” campaign is a global initiative that has been cleverly brought to Australian audiences through Thompson and creative agency Cummins & Partners.

It centres on the wave between motorists, once common and now limited to acknowledgement in desolate regions or between drivers of similar vehicles.

Media publication Mumbrella reported that Thompson said: “I’ve always felt that exchanging a wave on a country road is a classic form of bush courtesy. It’s a typical Australian gesture.”

Mumbella said the campaign shows Thompson exchanging waves with different Australian characters across a range of different landscapes.

Jeep Australia marketing director Tom Noble said Thompson was the perfect person for the ad as “he’s had more than his fair share of journeys over the years”.

“He understands the importance of looking out for one another on the road,” he said.

“For Jeep drivers, receiving the iconic Jeep wave is an acknowledgement that ‘you’re one of us, we’ve got your back’, and it’s the same kind of support we’re committing to give our customers.”

The Jeep Wave program wraps up some business changes introduced over the past five years and particularly the past 18 months that Jeep said “provide better support for Australian customers”.

These include updates to its capped-price service program, the OEM technicians that fly in to support national dealer service centres, the price reduction of more than 17,000 parts, and new processes at Jeep’s customer support centre.

Cummins & Partners associate creative director Adam Slater said his company was “thrilled” that Thompson said “I’m in” to jumping in a Jeep “and letting Aussies know that they’re never alone, no matter how far from home.”

Cummins & Partners was reappointed in March last year to the Stellantis (Fiat Chrysler Automobiles Australia) creative account to look after Jeep, Fiat and Alfa Romeo.

The agency was also responsible for reviving the “I Bought a Jeep” campaign.

By Neil Dowling

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