Jeep revives its ‘I bought a Jeep’ ads and openly addresses customer experience problems
Jeep has revived its iconic ‘I bought a Jeep’ campaign, using the same TVCs and actors from the original campaign to send a new message about Jeep’s customer service.
The new ads admit that “for some owning a Jeep wasn’t as enjoyable as driving one”, then address the changes it has made to its customer experience.
It is the first campaign from Cummins & Partners since it was reappointed to Jeep’s creative account earlier this year.
Great to see a brand acknowledge its past challenges – as a 2 x Jeep owner I’ve never had any issues and love my GC. This is a great campaign. Well done Jeep and Cummins & Partners
Addressing the service they provide is nice for marketing, but it does nothing to address the fact the product is the ultimate problem.
“I bought a Jeep” is still one of the best lines in the biz. Glad to see it’s been given a new life, and a refreshing bit of honestly.
Why would you reinstate the idea that turned the car into a joke. This is very bad advertising.
So your Jeep breaks down. Don’t worry – you can now talk to someone at Jeep about it. That doesn’t solve the fact that I bought a Lemon. How about they offer the consumer some over and above warranty opportunities
Going down like the leadest of balloons
As a newer Jeep owner of almost 2 years now, I was surprised to receive this “I’m In” email from Kevin Flynn. For me it highlighted a problem I didn’t even know I had.
The campaign did cause me to reflect on the relatively lackluster post-purchase experience I’ve had compared to my other cars. And while I suppose I can now see the issues that need to be addressed by Jeep, I question the wisdom of highlighting them so publicly to Jeep owners.
Kevin’s email in particular was so agency over-written that I found his cocky humble-braggy “sorry-not-sorry” tone both off-putting and off-brand. That said, I genuinely love my Jeep so no amount of bad advertising or communications will put me off that.