Jeep Film Anti-Manifesto by Arnold Worldwide USA

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Industry SUV & Four Wheel Drive
Media Film
Market United States
Agency Arnold Worldwide USA
Chief Creative Officer Ícaro Dória, Jim Elliott
Art Director Marc Sobier
Copywriter Wade Devers, Greg Farley
Director Jeff Zwart
Released February 2018


Lions Communication 2018
Film Lions TV / Cinema > Automotive Silver Lion

Credits & Description

Category: Automotive
Media: Film
Brand: Jeep
Geo: United States
Agency: Arnold Worldwide
ARNOLD WORLDWIDE Boston, USA Entrant Company
ARNOLD WORLDWIDE Boston, USA Idea Creation
RADICAL MEDIA New York, USA Production
Icaro Doria Arnold Worldwide Chief Creative Officer
Jim Elliott Arnold Worldwide Chief Creative Officer
Wade Devers Arnold Worldwide Copywriter
Marc Sobier Arnold Worldwide Art Director
Greg Farley Arnold Worldwide Copywriter
Dave Evans Havas Head of Content, N.A.
Spring Clinton-Smith Arnold Worldwide Agency Producer
Jeff Zwart Radical Media Director
Federico Brusilovsky Lost Planet Editor
Ellen Schmitt Brickyard VFX Post Producer
Michael Secher Soundtrack Sound Designer
Donna Portaro RadicalMedia Executive Producer
Frank Scherma RadicalMedia Executive Producer
Dave Bernstein RadicalMedia Producer
Published: February 2018
When you make the most capable Jeep Wrangler ever, you could talk about it, or you could just let it speak for itself. The All-New 2018 Jeep Wrangler.
For more than 75 years, the Jeep name has been indelibly associated with freedom, authenticity, adventure and passion. These are vehicles for “ dreamers and doers” - forging extraordinary, uncommon bonds between themselves and their owners, because adventure is found in every Jeep vehicle’s DNA. The Jeep badge stands for more than a brand. In truth, it’s a badge of honor.
Entry Summary
Our approach was to create the Anti-Manifesto. No typical, “sheet metal” angles, no typical locations that we have seen a thousand times, no cuts in the film, and absolutely no CG. Just one take, so the audience could appreciate that what was happening in the spot was real. Add to that the voiceover: which is less of a script and more of a commentary on the state of advertising. No grandiose speeches. No claims to overarching human truths. No “anthems”.
No bullshit. And we ended up with a spot that stood out in on the Super Bowl, partially because of what it is, but largely for what it is not.
Brief Explanation
In recent years, the Super Bowl has become an opportunity for companies to overstate their importance in our lives. Brands are using the event as a soapbox. Preaching “important” themes and making big declarations by way of “anthems” AKA “Manifestos”. We wanted to stay far away from that well-trodden territory for one reason: because a JEEP, still the most capable vehicle a consumer can buy, speaks for itself. This spot is an Anti-Manifesto.