The advertising for the Jeep Compass has pretty much sucked in my opinion. Starting with the annoying Bobble Heads campaign, and then jumping to the Urban Surfer concept. No disrespect to BBDO of course. Any agency will have some wins and some losses. To make things worse though, two recent commercials totally crush the concept with higher production value, style, and execution.
The first is for the Nissan Qashqai, a crossover sports utility not sold here in the United States.(It has been well reviewed in England) Regardless their execution of vehicle skateboarding is beautifully done with realistic car physics, emotional music, and better single minded message tie in. It is a great ad in my opinion.
Second, is an ad for Propel Fitness Water which makes much better use and execution of this Urban Monster/Beast/Creature idea. I assume Gatorade had a bigger budget for their spot, which would explain the ability to destroy a real life taxi, etc. (The music probably wasn't cheap either) Regardless the fact that this creature is composed of real life problems and worries makes much more of an emotional connection and thus better ad. The cartoony cheesy Jeep Compass surfer doesn't have nearly the same effect.
I believe there would be much better ways to attack the urban playground theme. However, if the skateboarding had been done with beauty of the Nissan ad, and the urban creature executed with the style and quality of the the Propel ad it could have been much better. I don't think it would necessarily be better than the other two though.
Jeep Compass (http://www.youtube.com/watch?v=cdJtUx_fN1g)
Nissan Qashqai (http://www.youtube.com/watch?v=cdJtUx_fN1g)
Propel Fitness Water (http://www.youtube.com/watch?v=nm7mVCkIOqg)
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