Sign In

​Instinct of adventure, since childhood


Renegade's new campaign portrays the "Jeep instinct" in identical films with actors from different genders

November 19, 2018 - Do you follow your instincts? And what do you do with those more "savage" instincts that you've had since childhood? As you can see in the videos below, the protagonists of the Jeep Renegade 2019 campaign follow their instincts, from the time they were children. Entitled "Your Instinct is Jeep", this is the first campaign in the world to have two identical versions with protagonists of different genders. Developed by the agency F.biz, the films are being shown on public TV and cable, as well as on the internet.

Another highlight of the films is the trail, perfectly matching this spirit. "Born to be Wild" is a rock classic, released in 1968 and included a year later in Dennis Hopper's film Easy Rider. The soundtrack crossed borders and became a symbol of both the counterculture and pop culture itself. Check out the campaign parts below:

New Jeep Renegade | Your Instinct is Jeep

New Jeep Renegade | Your Instinct is Jeep

When watching the two pieces, what catches the attention is that both have different protagonists experiencing the same emotion. As you can imagine, turning this idea into reality was not so simple. "We recorded the performance scenes in the Serra do Cipó (MG), but the children's sequences were filmed in Campos do Jordão (SP)", says F.biz's creative executive director Alessandro Bernardo. "It was an intense job to capture and edit, and our biggest challenge was to maintain the same pattern and sequence of the scenes. It was the first time we had done a same script with two different characters. This novelty matches Jeep's personality. We ventured into a bold and pioneering idea. We are very pleased with the result".


Felipe Mansur, director of the films, says that the greatest challenge when filming was getting access to the best locations in the Serra do Cipó. "We went to rather inhospitable places in the interior of Minas. In order to shoot with the proper light, we practically slept on the mountain. The food was all prepared by local people, in small typical homes of the region", says Felipe. "In the end, this integration was very nice", he confesses.


As for the music, it's a global choice from Jeep, not just in Brazil. "It translates into an invitation for adventure made by the brand, strengthening the message of Jeep in an authentic way, that matches with those already passionate about the brand it and instigates others to try it too", says Alessandro.

In addition to the adventurous spirit, the characteristics of the Jeep Renegade 2019 are featured prominently in the movies, such as the 8.4" Uconnect, the largest multimedia screen in its segment. You certainly noticed the LED front lighting with a new design. The new Renegade also has a further 47L in its trunk, new wheels (among them an exclusive 19" rim), a new bumper in the Flex versions (with the highest entry angle of its category), seven standard airbags in the Limited version and unprecedented combinations of colors.


"If the Jeep Renegade 2019 is the symbol of Jeep's consolidation in Brazil, this movie is the result of Jeep's view that anyone is free to explore his or her instincts regardless of whether they are male or female. Inspired by the "Make History" concept, the campaign for the new version of the Jeep Renegade 2019 builds on the brand's universal values - adventure, freedom, authenticity and passion – to show that anyone has the right to write his or her own story", says João Ciaco, director of FCA's Brand Marketing Communication for Latin America.


Words: Daniel Schneider

Pictures: Marketing