Chrysler Jeep: Never Adapt, 1

Never Adapt

Advertising Agency: Leo Burnett, Turin, Italy
Executive Creative Director: Paolo De Matteis
Creative Director: Alessandro Sabini
Art Director: Livio Gerosa
Copywriter: Caterina Calabro
Producer: Miky Vilardo
Post production: ZOOT
Director: Riccardo Robiglio

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10 comments

Hadrons's picture
Hadrons
5743 pencils

I like the drawing on the ceiling. Yes.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

jteslik's picture
jteslik
1377 pencils

This is one of those ads where people get so involved trying to develop their strategy that they push it further and further until, ultimately, it means absolutely nothing. As a car company, all you ever do is adapt, because technology keeps getting better. I'm not sure Jeep wants to say it's 2012 lineup is identical to 2011; that's not exactly going to provide buyers with an incentive to purchase. Planned obsolescence fail.

Hadrons's picture
Hadrons
5743 pencils

Joe, I beg to differ in the understanding of this slogan.

Is the cheetah of 2011 any different from the cheetah of 2012 ?!

This is one of those slogans, that indicate the most primal value in the era of the cave man - raw, untamed, unwilling to adapt - It's the car which is the beast, not the man... preserve the beast. Have you ever seen a beast that "adapted" itself to technology? eating tofu when the meat ran out?
NEVER ADAPT - a brilliant slogan for an all-terrain vehicle. The hints at the adventures that are just 'laying' around so we can explore...

:-)

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

jteslik's picture
jteslik
1377 pencils

That all-terrain vehicle damn well better adapt to the road I'm driving on :P

The car is a metaphor for man; that's why he "lives" in a cave with drawings on it. But despite the fact that it claims to "never adapt," it fits in perfectly with the modern background and conforms to every aspect of civilized life. Honestly, this one totally misses the mark. Even if the strategy is how you described it, the words "never adapt" are the wrong ones for any car manufacturer. If you want to sell the point of primitive urges and reluctance to conform, then just say it. Don't give me a contradictory message with an even more contradictory art direction.

Good strategy, bad execution, worse art direction.

EDIT: Oh, the and cheetah of 2012 isn't asking me for $5,000 more than it was in 2011 :P

Hadrons's picture
Hadrons
5743 pencils

You have to lighten up a bit, we provoke and stir things up in order to make a buzz.

Art should serve capitalism. period.

The slogan serves the purpose of the strategy, and I betcha' the consumers will pay the additional 5 grand, and then some, because the jeep delivers.
As for my cheetah, have you ever tried to ride on one ?! ;-)

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

jteslik's picture
jteslik
1377 pencils

"Art should serve capitalism. period."

^I'll agree with this, and it's exactly the reason why I think this ad doesn't work xD And concerning the cheetah, I doubt it rides any better than it did last year ;P

Eugens's picture
Eugens
2630 pencils

a car that never changes. awesome. btw, this is one of the reasons the american auto industry bit the bullet.

Mayi92's picture
Mayi92
143 pencils

love the cars..

Ammar Khan's picture
Ammar Khan
102 pencils

love thiss <3

Abhishek Parikh's picture
Abhishek Parikh
566 pencils

I don't know if i enjoyed the ad.. but i did enjoy the intellectual thread in the comment section.

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