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As advertisers, we always look for the USP. So many automotive competitors are copying the design of Jeep vehicles, so we had to dig deeper than the product to find the essence of Jeep. A brand is so much more than a product and a logo. It is an ethos lived and breathed by its audience. The passion that the Jeep community has for their vehicles is what sets our brand apart. No manufacturer can ever copy that. So, instead of shiny new vehicles, we celebrated scratched-up, muddy Jeep SUVs and the people who own them, name them, modify them, and take them on adventures. Jeep is owned by the Jeep community, and it’s a badge of honor to proclaim we didn’t make this campaign. They did.

https://www.lovethework.com/work-awards/campaigns/original-copies-1617846