Jeep

Copywriting

The Story

I have been in Jeeps since birth: my parents had a 1987 Wagoneer XJ with red leather interior, and it got us everywhere. The brand has of course grown into a deonym for any rugged off-road capable vehicle, but true Jeep people know there is only one.

What I Did

As a way to practice writing brand manifestos & distill the essence of a product, I took a deep-dive into the brand’s long history.

Yes, Jeep was around before Land Rover. Yes, they invented the tailgate party in the 1940s with the first split gate. Yes, they had a 4WD pickup truck nearly a decade before Ford or Chevy.

But for a brand manifesto, I had to go to the deepest well of connection that owners feel for their vehicles. WHY do we get into Jeeps? Why do we stay in them? What is it about them compared to other brands that conveys a whole lifestyle and an allegiance?

Simply, these are vehicles designed for traveling over the Earth. Not just the roads, but every land mass and all of its terrain. What you learn out there is a product of what you encounter, but it isn’t about the world as much as who you are in it.