JEEP
ORIGINAL COPIES

For decades Jeep’s positioning has been “There’s Only One.” It is the original SUV that helped people to go anywhere and do anything. However, Jeep is no longer the only capable SUV on the market. More and more carmakers in the region are designing vehicles which physically resemble Jeeps, communicating functional Jeep capability and reliability. We needed to remind people with an adventurous mindset that Jeep is the one brand that truly delivers on their desire for freedom.

It was time for Jeep to reinforce its bond with existing and prospective consumers to maintain our brand positioning.

Publicis Middle East ︎ Integrated / Digital / Brand Experience / Direct / Social

JEEP DESIRE PATH

A new tone of voice was needed for this fresh direction, so the campaign introduced a character with all the charisma of a steel beam—dry, deadpan, and impossibl to miss. His voice appears in all RAM content, from the launch film to social Reels. He doesn’t have a name, but at the agency he is known as Rex Torque Rex is here to remind you that whatever you though trucks could do—yes, they can. But they can also do a bunch of things you didn’t even think trucks should do He’s here to prove that with a RAM, the possibilitie aren’t just endless, they’re borderline absurd.

PUBLICIS MIDDLE EAST ︎ FILM / SOCIAL / PRINT

HARDEE’S
SUPER STAR SIGNAL

Just because the recent findings of potentially habitable planets located far away in the universe, we had a thought: "Why not transmit a radio signal containing data about our Super Star burger, so that anyone who intercepts it can replicate the recipe and enjoy a Super Star for themselves?" So we built the antenna on top of the Hardee's restaurant.

And Us ︎ Digital / OOH / Brand Experience