Jeep
The Love Story of Freedom and Adventure

  • Brand Strategy
  • Film

The Challenge

As is often the case for long-standing brands, legacy milestones can be a mixed blessing. So with Jeep’s 75th Anniversary fast approaching, Translation was faced with a unique opportunity to not only celebrate the Jeep brand legacy with a new audience, but also get them excited about the brand’s future.

The Idea

Play

Adding a new twist on the common theme of a reflective anniversary toast, we celebrated the birth of an American icon by telling a universal love story that started 75 years ago between two proud parents – “Freedom” and “Adventure.”

The Work

Translation crafted a film that represented the two symbols of Jeep’s core values as a “couple,” and we told their story through the eyes of their love child, the Jeep. We cleverly blended the two ends of the spectrum that make Jeep universally loved – the hard-working, born-for-military vehicle fit with a free-spirit, hippie vibe.

We infused the film with historical footage (both real and recreated) to serve as a tribute to Jeep’s base of passionate fans, and we also included new and impactful brand footage to pique the interests of a new Jeep audience.

The Impact

"Love Story" aired in cinema across America in 2016. It was so well-received by new and existing Jeep fans, it was rebroadcast in 2017 as part of Jeep's global campaign to connect with a younger audience.

more
work

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