PentaMark's first work for Jeep since it picked up the consolidated DaimlerChrysler account focuses on the vehicle's heritage.
The 30-second spot, "Vintage," breaks today nationwide through spot buys made for Jeep dealer associations. It was done by essentially the same team that handled Jeep at FCB, led by Bill Morden, who moved to PentaMark to become executive vice president and executive creative director on the Chrysler and Jeep brands. Dick Johnson, formerly top creative at BBDO, continues to head creative for Dodge at PentaMark. BBDO created the unit after winning the business in November.
Initial work on the spot began at FCB. Pegged to Jeep's 60th anniversary, it shows vintage Jeep vehicles that morph into the present day models. Three versions of the spot allow dealers to plug rebate offers and special financing options for the Jeep Cherokee, Grand Cherokee or Wrangler.
Dealer advertising is sometimes recycled from national work, but this was done exclusively for dealers. It was directed by Alex Weil of Charlex Creative, a digital design production company. Weil has worked on Jeep for a decade.
While the spots are geared toward sales events, they "don't do it at the expense of the brand," Morden said. Some archival footage was used, as were current shots of old Jeeps.
Chrysler spent $315 million on Jeep last year, according to Competitive Media Reporting.