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Grill, Wrangler

Agency: 
Published/Aired: 
February 2012
19293
Description: 

Print advertisment created by Publicis, Canada for Jeep, within the category: Automotive.

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

Comments (23)

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Highest Rated

Meredith Singh's picture
Meredith Singh
Activity Score 407

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.

arnwald's picture
arnwald
Activity Score 52

This is great. Without the copy would be perfect.

sirvan's picture
sirvan
Activity Score 29860

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
Activity Score 6992

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

CuriousPencil's picture
CuriousPencil
Activity Score 4225

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
Activity Score 375

Agreed. This would not work without the line.

Whossane's picture
Whossane
Activity Score 2

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

donau's picture
donau
Activity Score 104

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
Activity Score 123

You right, i like more BMW ads

JohnTran's picture
JohnTran
Activity Score 20

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
Activity Score 168

Maybe the copywriter was forced to write something...

Hadrons's picture
Hadrons
Activity Score 6041

He needed to justify his salary...

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

corporal_hicks's picture
corporal_hicks
Activity Score 365

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
Activity Score 3935

I think it's irrelevant and trying too hard.

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Roger Keynes's picture
Roger Keynes
Activity Score 5498

Agreed.

The Jobless Writer
Will Think for Salary

mr.x's picture
mr.x
Activity Score 998

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

yoyoyok11's picture
yoyoyok11
Activity Score 11

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

tyro's picture
tyro
Activity Score 28

Superb. Captures the idea very well

kleenex's picture
kleenex
Activity Score 48129

interesting idea.

Hadrons's picture
Hadrons
Activity Score 6041

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
Activity Score 1033

lovely series.

kurtberengeiger's picture
kurtberengeiger
Activity Score 7318

This is the best of the bunch.

Michaelsmagic's picture
Michaelsmagic
Activity Score 261

maybe the copy should be“something inside”

Meredith Singh's picture
Meredith Singh
Activity Score 407

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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