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The Original

Agency: 
Published/Aired: 
October 2011
Description: 

We also congratulate the Jeeps from BMW, Mercedes, Audi, Dacia, Land Rover, Toyota, Nissan and Volkswagen on their awards.
The inventor of offroad vehicles wants to say "thank you" for three trophies at the off road award 2011.

Advertising Agency: Leo Burnett, Berlin, Germany
Creative Directors: Axel Tischer, Gen Sadakane
Art Director: Gen Sadakane
Copywriter: Axel Tischer

Comments (16)

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Highest Rated

AD-rian's picture
AD-rian
Activity Score 261

Hasn't this "Congratulations to the competition" been done to death?

Dr. Dockta's picture
Dr. Dockta
Activity Score 35

Nasty

NicoCiego's picture
NicoCiego
Activity Score 1033

yep... and that's how you compete. xp

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Hehe well it's true that Jeep is a synonym for off-road vehicles ;p

scatpack's picture
scatpack
Activity Score 16

Jeep musta been too busy offroading to learn how to kern properly.

brookjohnston's picture
brookjohnston
Activity Score 296

hahaha yup, although I think the line itself is great.

dbor's picture
dbor
Activity Score 1455

--The inventor of offroad vehicles --

How about Willis?

Fidel's picture
Fidel
Activity Score 34

Willys is the same brand. Done by Jeep.

vote4pedro's picture
vote4pedro
Activity Score 4601

Kind of contradicts their brand. "There's only one Jeep."

shaun1800's picture
shaun1800
Activity Score 293

So what they're saying is other brands have taken their basic formula and made it better, enough so that it has won them some awards. Dumb.

Fidel's picture
Fidel
Activity Score 34

buddy, Jeep won more awards than all the other brands. Plus they call 4x4 cars "Jeep" in general, which makes Mercedes etc. an sub-categorie of "Jeep". cheers

bate_palmas's picture
bate_palmas
Activity Score 1479

KERN ALERT

Clever ad otherwise

brookjohnston's picture
brookjohnston
Activity Score 296

I don't think it goes against their brand. That's the whole joke - everyone copied them, but they're the original.

Blashyrkh's picture
Blashyrkh
Activity Score 32882

If the target are those who have bicycles with basket on their garages then it is ok.

Milan Solanki's picture
Milan Solanki
Activity Score 994

Nice and tricky one

DOKEIN's picture
DOKEIN
Activity Score 2

Bad, bad, bad. And what about Land Rover? That´s the real off-road vehicle.

AD-rian's picture
AD-rian
Activity Score 261

Hasn't this "Congratulations to the competition" been done to death?

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