Cutwater was invited to pitch the advertising business for Jeep.
So we went for ride-alongs with a broad cross section of Jeep owners: Jeep Liberty, Jeep Wrangler, Jeep Compass, Jeep Patriot and Jeep Cherokee. Single dudes, Moms, families and empty nesters.
Despite the fact that in a Jeep people felt prepared for virtually anything, they all had one very similar emotional experience: everything in a Jeep was seen to be more fun.
As simple as it sounds, Jeep = Fun became the creative brief and Cutwater won the business.