Jeep: We Don't Make Jeep, You Do

Jeep and Publicis Middle East just dropped their latest campaign “WE DON’T MAKE JEEP. YOU DO.”, and it's not your typical car ad. Forget the polished production studios, Jeep let the community take the wheel. Posters, digital outdoor displays, social media reels, stories, soundbites, and even the main film – all crafted from the raw, unfiltered, and authentic photos, videos and personal content from the drivers. As the voiceover in the film cements: "We Don't Make Jeep, You Do.", is a powerful statement that speaks to the heart of the Jeep community. It's a reminder that Jeep is more than just a car; it's an extension of your spirit, a partner in your adventures, and a testament to your unique story. And who better to tell these stories than the Jeep tribe itself? The people who name their cars, infusing them with unique personalities and stories. “Ariana”, “Tornado”, “RockRusher” and many more where the names featured in this campaign, highlighting the main aspect that separates Jeep from the rest. And just like these names, the campaign is a mosaic of stories, created with user-generated content (UGC): Instagram Reels full of dusty explorations, Stories with tales of conquered peaks, and Feeds taken over by their original Key Visuals. With this, people's social profiles were turned into showrooms, with each Jeep as individual as the driver who turns the wheel. What sets this campaign apart is its authenticity. The Jeep community, known for its down-to-earth and genuine nature, prefers content that reflects real, unscripted life over traditional, glossy commercials. This preference for authenticity drove the brand to empower over 20,000 fans across 7 countries, utilising social media tools and AI to transform these enthusiasts into micro-influencers.