Jeep Workshop

The typical jeep is defiantly aligned at the sporty/SUV yuppies that need a larger car but still visions themselves as "active". The challenge today was to marker the jeep for a target audience of over 50. In order to do this, we need to identify what this older groups needs from a vehicle.

Reliability: first and foremost is reliability, you want your audience to feel like this might be the last car they need to buy, so anything that highlights the Jeep brand durability and reliable record is a big deal

Safety: Your frail audience is concerned about their aging bodies, so another main aspect is vehicle safety  Not only personal safety, but also for their younger family members.

Comfort: The older generation is tired of being cramped up in budget cars, show off the main parts of the vehicles interior and control. The smooth ride and comfortable inside will be reassuring. Not only will they be able to handle whatever they world throws at the car, but they will do it in comfort.

For our TV ad: An older gentleman is cleaning out the house, when he comes across an old journal of his memories from when he was younger. He then sits and reads the book a bit closer, noting a scribbled promise between him and his friends that they will travel across the US when they return from war. With some light chuckles, the man decides to make contact over the phone with these old friends, who then meet up together, exchanging handshakes and hugs that old friends would. They then all pile into a open top jeep, and they drive off, acting young and realizing their childhood dream.