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Creative

A Wave Can Mean Many Things in Jeep Campaign Featuring Australian Screen Legend Jack Thompson

Cummins & Partners brings 'Man from Snowy River' back in spot directed by Justin McMillan

A Wave Can Mean Many Things in Jeep Campaign Featuring Australian Screen Legend Jack Thompson

To launch Jeep Wave – the auto brand's global customer care initiative – the Man from Snowy River, Jack Thompson, himself gets behind the wheel of a Jeep in a new campaign from Cummins & Partners.

Jack Thompson, one of Australia's most popular and enduring actors, explains the significance and special bond that the wave between Jeep drivers creates. “I’ve always felt that exchanging a wave on a country road is a classic form of bush courtesy. It’s a typical Australian gesture,” said Thompson,

Featuring vast Australian landscapes and quintessential characters, the campaign sees Jack drive home the tradition of Jeep drivers looking out for each other in all circumstances.

“Jeep as a brand has a great history of epic adventures, and exploring our country in a classic Jeep was really great.“ said Thompson.

Tom Noble, marketing director Jeep Australia said: "As a man who's had more than his fair share of journeys over the years, Jack understands the importance of looking out for one another on the road. For Jeep drivers, receiving the iconic Jeep wave is an acknowledgement that "you're one of us, we’ve got your back”, and it's the same kind of support we're committing to give our customers.”

Jeep was one of the few brands up in 2020, a year when the industry declined. Over the past 18 months, Jeep has made key business changes to provide better support for Australian customers.

This has included the launch of a revamped Capped Price Servicing program for new vehicles, the employment of technical fly-in experts across the country to support the dealership service teams, a price adjustment of over 17,000 parts and review of the Customer Care team and processes.

Adam Slater, associate creative director at Cummins & Partners says: From his passionate support of Australian cinema to his big-hearted philanthropic efforts, Jack understands the importance of mateship and being in it together. We’re thrilled that he said “I’m in” to jumping in a Jeep, and letting Aussies know that they’re never alone, no matter how far from home.

The campaign launched May 16th, across TV, online and in Jeep dealerships.

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Credits

Client: Jeep Australia

Managing Director: Kevin Flynn

Director of Marketing: Tom Noble

Senior Marketing Manager: Rachel Semmens

Marketing Manager: Samantha Lorenzi

Creative Agency: Cummins&Partners

Chief Creative Officer: Sean Cummins

Associate Creative Director: Adam Slater

Senior Art Director: Chay O'Rourke

Creative Contributor: Katie Britton

Group Account Director: Josh Collins

Account Director: Ben Peachell

Senior Strategist: Brad Hill

Production Company: NB Content

Director: Justin McMillan

Executive Producer: Ian Kenny

Line Producer: Nick Wolff

Producer: Brian Ho

DOP: Earle Dresner

Photographer: Kenny Smith

Drone: Tony Driver, Heliguy

Editor: Oliver Waghorn

Grade: Daniel Stonehouse, Crayon

Composer and Sound Design: Electric Sheep Music

Media Agency: Starcom

Digital & Social Agency: Digitas

Category: Automotive , Cars

Genre: Scenic