Believe it or not, as a mere intern and Junior team, my partner and I were within inches of selling a Super Bowl spot. We got through 5 rounds of creative reviews with our CCO, made it to the presentation to the CMO of Stellantis, who then chose our ideas as 2 of 6 final rips to be shown to the CEO of Jeep for The Big Game. These are our two final rips.
Problem: How can we launch the Grand Wagoneer while embodying The American Dream? We need to invoke Wagoneer's uniquely American Heritage. Can we possibly use the stars of the Super Bowl Halftime show? Or Bruce Springsteen?
My Roles: Copywriting, Ideation
Art Director: Erin Manale
CCO: Tito Melega
Grand Wagoneer embodies The American Dream… and so does The Wagon.
From the Old West, to 1963, to today's Grand Wagoneer, the wagon has been the vessel of achieving The American Dream, and it's only gotten grander.
The New American Dream
83% of Americans say that Good Family Life is essential to achieving The American Dream. In being crafted for fulfilling family-life, Grand Wagoneer embodies 'The New American Dream.'
Kendrick Lamar's parents created memories with him, cultured him, and enriched him with experience. And now, with Grand Wagoneer, he's trying to do the same.