Creating good Jeep ads has a lot to do with preserving and capturing 'Jeepness,' says CME-KHBB senior art director Dan Willey. That held true in the spring of 1992 when th" />
Creating good Jeep ads has a lot to do with preserving and capturing 'Jeepness,' says CME-KHBB senior art director Dan Willey. That held true in the spring of 1992 when th" /> TV ART DIRECTOR: DAN WILLEY <b>By David Kile</b><br clear="none"/><br clear="none"/>Creating good Jeep ads has a lot to do with preserving and capturing 'Jeepness,' says CME-KHBB senior art director Dan Willey. That held true in the spring of 1992 when th | Adweek TV ART DIRECTOR: DAN WILLEY <b>By David Kile</b><br clear="none"/><br clear="none"/>Creating good Jeep ads has a lot to do with preserving and capturing 'Jeepness,' says CME-KHBB senior art director Dan Willey. That held true in the spring of 1992 when th | Adweek
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TV ART DIRECTOR: DAN WILLEY By David Kile

Creating good Jeep ads has a lot to do with preserving and capturing 'Jeepness,' says CME-KHBB senior art director Dan Willey. That held true in the spring of 1992 when th

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The most memorable of the TV spots was 'Waterfall,' in which the vehicle is parked beside a waterfall in Hawaii, the camera shooting from inside the car, and the sound of the falls barely perceptible. A woman opens the car door, the sound of the falls crashes through the ad, and then goes away as the door closes. This copyless ad screams, 'This Jeep's as quiet as a Lexus.'
Willey also art directed a new TV spot that opens on mountains. But then a couple of stingrays glide by, and the payoff is that the mountains are underwater. Not really, but Willey made it look that way.
Copyright Adweek L.P. (1993)