The Grand Wagoneer had a positioning problem masquerading as a product problem. It had more cargo space than the Tahoe, the Navigator, and the Escalade, but "more cargo space" doesn't make anyone feel anything. My challenge was finding the human truth underneath the feature.

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I kept pushing the team...What does space actually mean to a family? Not cubic feet. The answer was release. Parents are outnumbered, overscheduled, and constantly negotiating every inch of their lives. Space isn't a convenience, it's a fantasy.

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Then I found the journalist's ranking..."Best Cars To Have Sex In", Grand  Wagoneer as number one, it was laughed out of the room. Understandably.  Until the reframe...If a car is spacious enough to carry a family, it's spacious enough to make one! That's the brief in one sentence.

 

The Creative Leads suggested Iliza Shlesinger because she could hold the tension between the absurd and the real without winking too hard. The social-first mockumentary format let families see themselves in it. The strategy was tight enough that Jeep approved something bold enough to actually work.

RESULTS

592M+ earned impressions. 71× more views than a typical Jeep reveal. 9× increase in site visits. 3× spike in social mentions. 5× higher engagement.

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DELIVERABLES

Film, Influencer