BBDO Is Fricking Boring Us

BBDO is Jeep’s primary agency, but it looks as though fresh face shop Cutwater is going to be launching its the brand’s new campaign with the tagline, “Have Fun Out There,’ which we like. All SUVs and 4×4 spots seem to be focused on safety and family values and blah. Look, we don’t have kids, so maybe that’s why we’re snoozing when SUV ads come on. Cutwater? Thanks for making a campaign for the rest of us. From Brandweek:

The campaign launches with out-of-home via billboards, bus wraps and posters in 12 major metro areas featuring something Jeep is calling ‘Fun wheels,” items such as soccer balls, kayaks and picnic baskets on wheels that will be used in images for the campaign. That phase of the rollout will also include four 15-second TV spots and a Web page, Have Fun Out There.com. In mid-July, two national TV spots, “Jeep heritage,” will break in :60 and :30 versions. Placement includes ABC’s Desperate Housewives, NBC’s ER, and major cable networks including E!, VH1 and Food Network.”

Whoa, whoa, whoa, whoa, whoa… We spoke to soon. This campaign is still about family values? Soccer balls? Hello? We were hoping for collateral featuring hot twenty-eight year olds driving their fire engine red Jeep out to the beach party to the backdrop of the latest LCD Soundsystem track. You know, something err… fun? And then what’s this “heritage” business? Two campaigns? How they’re going to fuse two concepts: (sorta) fun and the strength of Jeeps’ history together is totally confusing to us.

Maybe Cutwater is following to strongly behind BBDO. Don’t be afraid! Your the little shop that could! To prove how un-fun this campaign might be, we’ve put BBDO’s inspiration reel for Jeep’s campaign entry into the 2007 Kelly Awards. We think it’s supposed to be “entertaining” and “funny” even. But you know… we also think HBO’s new show Flight of the Conchords is hilarious, so we might be a little off the general population’s humor mark.