2017 Print & Publishing


Product/ServiceJEEP WRANGLER
Category A08. Cars & Automotive Products & Services
Idea Creation SAATCHI & SAATCHI Stockholm, SWEDEN
Name Company Position
Erik Wingfors Saatchi & Saatchi Copywriter
Alexander Rehnby Saatchi & Saatchi Art director
Lisa Engardt Saatchi & Saatchi Art director
Gustav Egerstedt Saatchi & Saatchi Executive Creative Director
Peter Bergendahl Saatchi & Saatchi Account director
Louise Persson Saatchi & Saatchi Account Manager
Danielle Hanson Saatchi & Saatchi English translation

English Translation of Main Headlines

You sit behind the wheel. On the way to work. No! Traffic jam from hell. An important meeting in 15 minutes. You inch down the commuter-choked road. Time to think. What do you want for lunch? Japanese? One of those Korean tacos? Maybe you should buy a new grill, a bigger one? Gas or charcoal? Why did you buy this car? Jeep Wrangler. Trail rated. 4x4. Like all Jeeps, trusted from the start. They are practical. Damn fun to drive. That feeling that at any time, you could say what the hell. Then it happens. You take the next exit. Drive the opposite direction. Open the windows and let the fresh, clear morning stream in. North on the open road. You pass the suburbs. The airport. The office buildings casting their dark shadows over the houses. You keep driving. The always-empty Chinese buffet smelling of sadness. Crushed dreams. The stench from the factories. You pass through worn-down towns. Drive past the wedding singer tour bus. Turn off the interstate. Drive into the country. There’s a hitchhiker on the side of the road. He has only a loincloth and a trumpet. In an earlier life he was a surfer and drove exactly the same Jeep. He tells you about it before you drop him off at a truck stop. The roads are smaller now. Mountains. Wandering rivers, clear water. You give your suit to a cowboy. Exchange it for rope and matches. You leave the road and follow a logging trail. Marsh and old-growth forest. A bear blocks your path. Cover your body with honey and let the bear hunt you through the trees. You drive further. Starved. It is said that man can live weeks without food and water. The most important things are sleep and dry clothes. But you sleep in the car, of course. Eat what nature gives you. The few people you encounter are nice, helpful. Show a mild curiosity about what brought you here. You exchange your laptop for gas. You make a knife. Put it between your teeth and sneak into the forest. Most hunters are alarmingly unprofessional in situations like this. But you prowl noiselessly, surprising the elk from behind. Make a fire. Cook large hunks of meat. Hungry wolves check you out. They circle the Jeep. You quickly earn their respect. You hunt together. Exchange stories. You are soon the unspoken leader of the pack. You drink melting snow. Build traps. You get stuck in a mountain crevasse. Gnaw your left arm off and take your loss. You drive up a steep slope with one hand on the leather-clad wheel. You wear a suit of elk skin. You are a management consultant. But you are also the leader of a wolf pack. You look out over the mountains, the lakes, the rivers. The wilderness that pours out to the edge of the horizon. Why did you buy this car? JEEP