Print ad: Jeep: The Call of Adventure

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The Jeep® brand grille has always been an icon that serves as an invitation for adventure. But what if it could communicate?

Inspired by the Jeep brand grille, one of the most iconic brand marks in the automotive industry, Publicis Middle East has created a new language of adventure based on the Jeep brand grille’s distinctive dots and dashes, which have become a symbol of the Jeep brand’s adventurous spirit: O|||||||O

Just as Morse Code is made up of a series of dots and dashes, the Jeep brand grille has inspired a new font that’s refined to match the exact dimensions of the dots and lines of the Jeep brand grille. This design language features prominently in a new print and outdoor campaign called ‘The Call of Adventure’, created by Publicis Groupe Middle East.

“The Middle East’s Jeep brand community is among one of the strongest Jeep brand communities in the world. They live and breathe our brand values of adventure and discovery, know us inside out, and recognize our brand in an instant. They are explorers who choose the road less travelled. We needed to talk to them in a special way only they would understand, showing that no one understands them better than we do,” explains Melhem Najm, Chief Marketing Officer – at Stellantis, Middle East & Africa.