Leo Burnett India pitches Jeep as ‘exit strategy from working lunches and number crunches’

Leo Burnett has launched an integrated campaign for the Jeep Compass SUV. Titled ‘This Is It’, the ad positions the vehicle as the ultimate getaway from a mundane existence.

Speaking about the new campaign, Fiat Chrysler Automobile’s head of marketing and PR Rahul Pansare said: “The Jeep Compass doesn’t stand for anything mundane, mediocre or ordinary.

“It gives you the freedom from everything that shackles you to life’s mundaneness. The film shows a couple in their Compass, leaving behind everything that keeps them tied to the drudgery — jobs, cubicles, bosses, meetings, weekend trips to the supermarket and even the Saturday night trip to a mall or movie theatre, to name a few.”

Leo Burnett’s managing director for India and chief creative officer of South Asia Rajdeepak Das added: “The Jeep Compass is one of the most successful brands in the country. What is especially interesting is how it owns ‘outdoors’ as a space, in a way no other brand does.

“Our team has done an excellent job of communicating everything the Jeep stands for, into a great film. ‘Go anywhere. Do anything’ is a great start for the campaign.”

The campaign will play out over digital and television.

Credits

National creative directors: Sachin Kamble, Prajato Guha Thakurta

Creative team: Farhan Shaikh (Copy), Archit Gadiyar (Copy), Devang Patel (Art)

CEO, Publicis Communications and Leo Burnett, South Asia: Saurabh Varma

MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das

MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha

COO – West: Rakesh Hinduja

EVP & head of planning, Mumbai: Ajeeta Bharadwaj

EVP & business head: Sanju Menon

AVP: Aman Sheikh

Brand services director: Hitesh Ramrakhyani, Hansom Brewer

Brand services associate: Kshitij Kalra

Production house: Prodigious India

Director: Alberto Accettulli

Executive producer: Chahna Rupani

Producer: Shraddha Singhvi

Music: Emilio