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Jeep and Cummins&Partners Change the Coordinates of SUV Advertising with Compass Campaign

Cummins&Partners campaign focusses on the unfamiliar places Jeep can take you

Jeep and Cummins&Partners Change the Coordinates of SUV Advertising with Compass Campaign

What’s the most important feature in your car? 

For Jeep drivers, the answer is always the same. 


Which is why, to launch the new Jeep Compass in Australia, Jeep and Cummins&Partners decided to focus less on its futuristic, yet familiar SUV features – and more on the unfamiliar places it can take you. 

Launched last week, the serene, minimalist campaign features the GPS coordinates of real Australian locations, all of which can be accessed using the genuine 4x4 capability of the Jeep Compass.

Adam Slater, associate creative director Cummins&Partners, explains: “The real luxury of owning a 4x4 isn’t just driving on muddy roads. It’s having unrestricted access to the things that really matter in life – time, space and nature.” 

“When we looked at compact SUV advertising, we noticed a lot of the same features, music tracks and scenarios being played out ad nauseum. So we decided in order to be distinctive, we’d bring viewers into a true, realistic moment of escapism that no other car in this category can provide” 

Tom Noble, chief marketing officer Jeep Australia said: “The Jeep Compass has come along leaps and bounds in its technology, interior and connectivity. But underneath all that, it’s still a Jeep – which means it does more than get you from A to B. It gets you to places where you really want to be.” 

The campaign will roll out over the next two months on TV and Online. Jeep Compass drivers will also have the chance to upload their favourite spots to social media, using a special tool that calculates their exact coordinates – allowing other Jeep drivers to recreate their adventures. 

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Client: Jeep Australia

Managing Director: Kevin Flynn

Director of Marketing: Tom Noble

Senior Marketing Manager: Rachel Semmens

Marketing Manager: Samantha Lorenzi


Creative Agency: Cummins&Partners

Chief Creative Officer: Sean Cummins

Associate Creative Director: Adam Slater

Senior Art Director: Chay O’Rourke

Group Account Director: Josh Collins

Account Director: Kara Brumfit

Senior Strategist: Brad Hill

Senior Retoucher: Emma Shaw


Production Company: NB Content

Director: Justin McMillan

Executive Producer: Ian Kenny

Line Producer: Nick Wolff

Producer: Brian Ho

DOP: Stefan Jose

Photographer: Erik Williamson

Drone: Tony Driver, Heliguy

Editor: Digby Hogan, The Empire Post

Grade: Kali Bateman

Sound Design: Ross Batten, Rosco Audio

Media and Digital

Media Agency: Starcom

Digital & Social Agency: Digitas

Category: Automotive , Cars

Genre: Dialogue , People