Jeep: Grill, Wrangler

Capture the Wild.

Advertising Agency: Publicis, Montreal, Canada
Creative Directors: Nicolas Massey, Carl Robichaud
Art Director: Bogdan Truta
Copywriter: Michael Aronson
Illustrator: Bogdan Truta
Photographer: Getty Images
Published: February 2012

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23 comments

arnwald's picture
arnwald
52 pencils

This is great. Without the copy would be perfect.

sirvan's picture
sirvan
29870 pencils

Totally agree. The visual uses the iconic JEEP grill to show what you would see (were you inside the engine). But instead of just letting it be simple, they had to go and convolute it with some weird language that turns the grill into a jail. Or something.

Sometimes the best idea is the one before the one you just had.

+++

"I love some things, and don't love some other things."

Jaap Grolleman's picture
Jaap Grolleman
7006 pencils

Doesn't even need copy or the suggestion of lamps - the grill is quite iconic :) lovely visual-idea.

CuriousPencil's picture
CuriousPencil
4227 pencils

Without the copy there would be no message retention, just a distant memory of a stowaway photographer on the engine block. Not convinced 'capture' is the right message for automotive, but the imagery is good.

YJ's picture
YJ
373 pencils

Agreed. This would not work without the line.

Whossane's picture
Whossane
2 pencils

BMW had the same exact concept, without the copy of course, 6 years ago with the X5...

donau's picture
donau
104 pencils

Its not the same exact concept BMW concept is much better http://adsoftheworld.com/media/print/bmw_x5_horses?size=_original

donau

Karelgp's picture
Karelgp
125 pencils

You right, i like more BMW ads

JohnTran's picture
JohnTran
20 pencils

If you tried to show prison bars. You failed. If you tried to tell that you'd go anywhere whit your truck, the line is not good. So, the line does not work with your image. But art direction is really neat. Good job Bogdan.

MissCopywriter's picture
MissCopywriter
168 pencils

Maybe the copywriter was forced to write something...

Hadrons's picture
Hadrons
5707 pencils

He needed to justify his salary...

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

corporal_hicks's picture
corporal_hicks
365 pencils

Capture is not the right line i think, as long as it's not a photocamera ad.
Does not work for me.

ace85le's picture
ace85le
3941 pencils

I think it's irrelevant and trying too hard.

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Roger Keynes's picture
Roger Keynes
5497 pencils

Agreed.

Will Think for Salary

mr.x's picture
mr.x
944 pencils

Love the idea. Skip the copy and the packshot/logo.

yoyoyok11's picture
yoyoyok11
11 pencils

Agree with Curious pencil, with no copy no message!!

tyro's picture
tyro
28 pencils

Superb. Captures the idea very well

kleenex's picture
kleenex
22828 pencils

interesting idea.

Hadrons's picture
Hadrons
5707 pencils

Like the ad, agree with the concept that it would be sleeker without the copy.
Less is more for sure in this ad.

(Especially for the lame slogan: capture the wild... camel?! )

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

NicoCiego's picture
NicoCiego
1035 pencils

lovely series.

kgeiger's picture
kgeiger
6843 pencils

This is the best of the bunch.

Michaelsmagic's picture
Michaelsmagic
261 pencils

maybe the copy should be“something inside”

Meredith Singh's picture
Meredith Singh
364 pencils

Why is everyone still discussing he merits of this ad? BMW famously did it already and did it way better. Everyone can just move along.

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