Destinations are Endless

I absolutely love the new model designs that Jeep has come out with in the last couple of years. Their advertisements are equally as amazing. As Ogilvy states in “Wanted: a renaissance in print advertising,” headlines are the most commonly read piece in print ads. This said, it is important that the headline in an ad grabs the reader’s attention and sells the product with just a few words.

In the ad I chose for Jeep, the center of the ad print reads: “Discover Planet Desert.” The primary color of the ad is in orange and charcoal. The text is in white which makes it stand out to the reader because it is a much brighter color and contrasts to the deep colors in the background.

Behind the text, we see a round figurine, in the shape of a planet, with a silver Jeep that appears to be climbing to the top. The planet that the Jeep has “discovered” has sand, cactuses, birds flying overhead; the typical desert scene. The sky is a deep orange as well, and the reader gets a feel of the heat that is associated with the desert environment. On the bottom right hand corner reads “Jeep” with the company slogan “There’s Only One.”

The ad company in charge did an excellent job executing this ad. With just three words, the viewer is drawn into the ad. Their context, “Discover Planet Desert,” is a great way to describe Jeep. It is saying that with a Jeep, the consumer is able to go to places that they wouldn’t be able to go to, like a desert, if they had the competitions SUV. With a Jeep, the consumer is able to go beyond the typical driving range; the reader gets this feel when viewing the ad.