Jeep GPS: Muhammad

When he was 12, Muhammad Ali's bicycle was stolen. The policeman who took care of his report was also a boxing trainer who convinced him to start boxing.
You need to be in the right place.

Advertising Agency: JMC YR, Caracas, Venezuela
Executive Creative Directors: Daniel Ascención, Jairo Gudiño
Creative Director: María Fernanda Lares
Art Director: Igor Bastidas
Copywriters: April Itriago, Daniela Tedesco
Illustrator: Igor Bastidas
Other additional credits: Rene Bustamante, Charles Rodriguez, María Fernanda Lares, Daniela Tedesco
Published: February 2009

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18 comments

Guest's picture
Guest

WHAT!!!!!

Wordnerd's picture
Wordnerd
6662 pencils

oh, this nice idea was badly violated to fit the brief. it hurts

Audrius Kubrik's picture
Audrius Kubrik
823 pencils

You know, the LIFE Kiss is believable; but the thing with this story is that it happened by a beautiful accident, not because of a well calculated machinery. So I'm gonna pass on that, thanks.

Guest's picture
Guest

the only interesting point i spotted in the illustration was a black cat standing in front of a "Whites only" restaurant. They should have played more on such ironies.

otto54's picture
otto54
381 pencils

This is a very interesting point of view. Expecially for a GPS.
I like that.

Disco Munky's picture
Disco Munky
3900 pencils

I get the idea, but the story would be more suited to a Police recruitment ad perhaps? It seems that if the cop was reporting to a crime, then he'd not only know where he was going, but had been called/sent there, making the whole "hey you should get a GPS" message redundant in this case. As was mentioned above, this used to be a good idea, but then some hatchet men went to work on it Cuban style and now it's dead.

Doin' it for the points

Guest's picture
Guest

at the age of 12 the name of the guy was CASSIUS CLAY - and not ALI

AXAY555's picture
AXAY555
578 pencils

so this ad is wrong at the first place.

AXAY555's picture
AXAY555
578 pencils

so this ad is wrong at the first place.

theanc's picture
theanc
2774 pencils

I liked it!

theanc's picture
theanc
2774 pencils

I liked it!

Guest's picture
Guest

I thought the fun of owning a Jeep is precisely the opportunity to get lost.

Guest's picture
Guest

So... the line and the meaning of the line are in complete and total contradiction to the product. The logic is severely flawed.
Life is happenstance... get lost and you'll never know what you find....

Guest's picture
Guest

it's pretty. pretty shitty.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

It's been a looooooooong time since I've seen such a twisted-around, convoluted message for such a straight-forward product. The artwork isn't helping the matter at all, either.
"Interesting", "Different", "Fresh" alone does not make an ad convincing or effective.
Having seen MUCH simpler, smarter, engaging ads done for the same product before, I must say this work is an epic failure. And that's putting it mildly...

Guest's picture
Guest

The concept is pretty inventive. I like it! They should have worked on their verbage a little more before rushing this to print..

just write's picture
just write
653 pencils

not bad at all but a chance of improvement is certainly there...

Guest's picture
Guest

good

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