Wednesday, May 2, 2012

Jeep's new campaign missed it by this much.

Jeep has just released a print campaign that doesn't work, well for me at least.  Perhaps it's the execution.  The idea was to have animals from nature indicating with their hands how much room you have left between you and another car as you parallel park.  There, I've ruined the pay off.

But, have a look at this image.


Doesn't it look like the bear is in some zen tai chi move?  
It was a clever idea.  But the visuals just didn't work.  Don't get me wrong.  In defence of the art director, this is an idea that would seem brilliant in concept, but the writer is the star and the art director is left to be the goat.  The goat, holding up his hooves this far apart.