Drive For Greatness
Stellantis and Derek Jeter came to us with a problem that needed a Creative and insight-driven solution...
The Problem
Stellantis created a campaign featuring Derek and Hannah Jeter for GRAND WAGONEER, but it wasn’t resonating with AA consumers, one of their most critical audiences. They came to us to retell their story in an authentic way. But there were distinct challenges: there was no time to reshoot new footage, and we had less than 4 weeks to deliver.
Our Solution
We worked closely with our best Strategists to identify a rich insight to help us recraft an authentic story that would resonate with multicultural audiences, specifically the AA Premium SUV consumers at the heart of our target.
Key Insight: The Winners Circle thrive by celebrating every moment in the moment—with their inner circle by their side.
1.
We combed through hours of existing brand footage of the GRAND WAGONEER hand-selecting just the right ones of the Jeters to build our narrative.
2.
We supplemented the gaps with photos and clips from Derek’s past without leaning too far on his professional baseball career.
3.
We created meaningful VO and casted a more inspiring, conversational artist with power and grit in his tone to serve as the voice of our story.
4.
We worked with a musicologist to blend powerful, energetic symphonic instrumentation with compelling sound design.
5.
We matched the tone and color of the General Market spots to build a more well-rounded and inclusive campaign that resonated.
The Approach
We wanted this spot to focus on the fact that it takes a village, and that those who were with you in the beginning are the most important ones to bring along for the journey through life.
Our aim is to also highlight the importance of family construct. Most notably, we want to hero the pivotal relationship between father and son.
The Idea
As each of us drive towards greatness, we must always appreciate the wins along the way and how they’re made easier by the special people we bring on the journey with us.
Drive For Greatness Spot + Storyboards
Client
JEEP® GRAND WAGONEER
Campaign
Drive For Greatness | 2023
Superpowers & Skills:
Creative Direction
Editing
Sound Design
Color Correction
Elements
(:30s) Television Assets x2
(:15s) Digital & Social Assets x4
High Resolution Images x5
Superheroes & Supersheroes
Creative Director: Wisdom Sewell
ACD Art: Carlton Adams III
Sr. Copywriter: Jay Zschunke
Producer: Kenyatta Coleman
Director: Wes Walker
Photographer: Matt Furman
Drive For Greatness
In just under 4 weeks, my team and I transformed a campaign that wasn’t resonating with African American consumers into a compelling narrative that celebrates the importance of family and the journey to greatness. Explore how we made it happen for JEEP GRAND WAGONEER.
