Jeep were keen to give themselves a new direction in Australia. They wanted to move away from being known as "that American 4x4". Rather, they were adament Jeep become the brand of choice for those who "Don't Hold Back". The brand tone was assertive, gruff and real. The cars, well they were to presented as giving you exactly what you want, exactly when you want it.
The JEEP CHEROKEE offers the perfect combination of off-road and on-road capabilities. I thought it would interesting to use the most imperfect combinations of words to draw attention to this fact. On radio and in print.
Real, authentic and gritty headlines were the call when talking to those who'd already committed to owning a JEEP CHEROKEE.
A certain type of driver...well man, owns a Wrangler. This headline spoke directly to his inner super-hero.