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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.
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