The Jeep brand is being promoted in Italy with “Never Adapt”, an advertising campaign focusing on people, their individuality and their uniqueness, along with the Jeep Wrangler, the Jeep Grand Cherokee and the Jeep Compass. TV commercials, print and digital work invite drivers to leave the ‘comfort zone’ of conventions and to move forward to seek their true essence. Only by breaking with habits and everyday monotony can we freely track our own path and turn our journey into an adventure. “We do not adapt to conventions and that’s why we feel alive”.
The Never adapt campaign is designed to reflect the Jeep brand values of freedom, adventure, authenticity and passion. Jeep is a unique brand which inspires us to leave our ‘comfort zone’ and to go forward. Jeep reminds us to be true to ourselves: it’s our desire, our right and even our duty. Conventions, routines and conformism surround us every day. We need to fight them, to live among them without forgetting who we are. We have to refuse to simply adapt and freely choose the path to follow. Or even track a new one. This is Jeep’s manifesto: Never Adapt, keep the fire alive and always respect your inner nature.
Click on the image below to play the 60 second Never Adapt video (English) in YouTube (HD)
Click on the image below to play the 30 second Wrangler video (Italian) in YouTube (HD)
Click on the image below to play the 30 second Cherokee video (Italian) in YouTube (HD)
Click on the image below to play the 30 second Nuovo Gamma video (Italian) in YouTube (HD)
The Never Adapt Campaign was developed at Leo Burnett Italia, Milan, by executive creative directors Paolo Dematteis and Riccardo Robiglio, creative director Marco Gucciardi, Chrysler Jeep creative director Lisa Marussi, copywriter Caterina Calabrò, art director Livio Gerosa, agency producer Valentina Forno, account manager Stuart Royle, planner David Butler.
Music is “The Chain” by Fleetwood Mac.