Jeep/Stellantis
Campaign: “This is Us”
Agency: Ten35
Twenty-seven years after ceasing production, Jeep announced it would revive the fan-favorite Wagoneer model in 2022. Costing just over $86,000 at the base level, this vehicle offers luxury on four wheels.
Hoping to entice wealthy Black families to consider the Wagoneer, Jeep came to Ten35 to request a television spot. Our team agreed that over-the-top attempts to reach Black viewers often felt disingenuous, eventually aligning on a more subtle approach. I handled writing the VO for this spot, penning a celebratory manifesto that acknowledged the freedom provided by financial wealth rather than a traditional sales pitch.
:30 Video
Armed with a limited budget and a lot of heart, our team built “This Is Us” with only pre-existing footage. Our investment in a custom-commissioned song resonated with our target demographic and conveyed a sense of ease and freedom. I worked with two designers to select footage, find a throughline, and script this spot. We worked as a team to select the right vocalist, direct VO recordings, and edit the final spot until it was just right.