5 Feet of Freedom
In Jeep’s search for a new media AOR, the brand tasked us with creating a commercial-like manifesto for a spec product offering, the mythological Jeep Truck. The concept was to be built around “Five More Feet of Freedom,” the idea that the qualities that have made the Jeep an icon in the auto space, combined with a five-foot truck bed meant unlocking a new level of freedom and mobility.
Crafted around boundless possibilities “when the body of a truck meets the soul of a Jeep,” the manifesto followed three parallel stories, with characters who represented one of Jeep’s High Value Audience segments. While the type of freedom achieved was unique, the golden thread was each person’s ability to do the things that mattered most “and still have room for more.”
The video was shot on location in California, and because no Jeep truck actually existed, we had to get very creative in both the scripting and shooting of the spot. The result was compelling ode to a yet unreleased car that has long captured the imagination of auto enthusiasts and Jeep lovers.
Contributions: Concept | Script | Messaging Copy
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