Jeep Renews Old Tag

Jeep brings back an old tagline, “Only in a Jeep,” in an effort to forge a more direct connection with consumers, BBDO chief creative officer Bill Morden said.

The previous tag, “Jeep. There’s only one,” was “about us,” Morden said. ” ‘Only in a Jeep’ is about the con sumer. It’s an evolution, not a revolution. We’re just trying to stay fresh.”

The tag, which first showed up in the late 1980s, ap pears in spots from BBDO Detroit that break this week. The previous tag, “Jeep. There’s only one,” has been used since 1990.

Jeep launches the 2003 model year with five national TV spots, three from BBDO and two from multicultural agency GlobalHue, Southfield, Mich. Media buying is handled by Omnicom Group’s PHD.

Jeep vp Jeff Bell said the company would spend the same in 2003 as 2002. Jeep spending has fallen in the past several years, from $310 million in 2000 to $245 million in 2001. Spending in the first six months of 2002 totaled $115 million, per CMR.

One of the new ads uses flashbacks to show how a Jeep Grand Cherokee plays a key role on a couple’s wedding day and honeymoon night.

With beauty shots of Jeeps, sepia-toned print ads join the mix in October. The work takes a simpler approach than past efforts, Morden said, and features limited copy.

Along with the new tagline comes a new logo, the first in the brand’s 60-plus-year history. The Jeep trademark, in its familiar typeface, is centered above a stylized graphic representation of the front of a Jeep’s familiar seven-slot grille, round headlights and rectangular windshield.