Is there any copywriting more solid than Jeep?

Advertising copywriting is a necessary means for brand promotion. But when it comes to hard copywriting, Jeep is the best. What makes its copywriting hard? In this article, the author selects Jeep copywriting from five perspectives to reflect its "hardness". Let's take a look.

People say that today's real estate advertising copy is tough, but I have to say that's because they haven't seen Jeep's copy. That's really tough. You can tell how tough it is just from the first letter.

The toughest car in the world, from the name to the product to the copywriting, this brand exudes a tough feeling all over. Just take a look and you will know how tough it is.

1. Tough attitude

Because they couldn't call it a Jeep, they invented the SUV.

Jeep's predecessor, GP, was a vehicle used by the United States to transport supplies during World War II. Eisenhower once summarized the three magic weapons that helped the Allies win: airplanes, landing craft, and jeeps, so people are accustomed to calling this type of off-road vehicle "Jeep."

Later, Jeep became known to the public as a specific brand, and SUV gradually became a new naming method for this type of vehicle.

No need for additional staff.

Jeep's collaboration with the game "Call of Duty: Modern Warfare 3".

It’s never too late to be yourself again, even after ten years.

It’s never too late to be yourself again, for everyone who is watching.

No mountain is high enough.

For great adventurers, no mountain is high enough. The same goes for cars. Only by touching the untouched places can you find the direction of your heart.

2. Hard performance

At the moment, we are testing the new stereo.

Because you are rough, it is durable.

Jeep Cherokee is perfect for both off-road and urban driving.

Details:

When you drive a Cherokee 4WD, you feel very "hardcore", and "hardcore" means 4-wheel drive, instant shifting and a powertrain that can provide you with endurance in the most severe driving conditions.

But when you need to enjoy a night on the town, you'll be comforted by available reclining bucket seats, standard built-in glass and climate control, and options like air conditioning power windows, power door locks, and a sunroof.

Because we believe everyone has the right to choose the vehicle of their dreams, we designed and built the Jeep Cherokee with that in mind. It also comes with the Chrysler 7/70 Protection Plan. ” So contact your local Jeep dealer as soon as possible. Your Cherokee is waiting.

Play a little dirty.

3. Good looks

Even when it's clean, it's beautiful.

Although it can be played dirty, it is also beautiful when it is clean.

Meet this beautiful beast.

From the Jeep Gladiator.

Here are some more pink ones:

Make the world a fan.

From the cover of Jeep's Weibo today, the double entendre of "路转粉" is very beautiful, which means the pink whirlwind on the road and the pink killer that attracts passers-by. I vaguely remember that Jeep's advertisement 10 years ago said that we don't supply candy pink Jeeps.

4. Experience Hard

When was the last time you were driving 3 miles per hour and got goose bumps?

As for where it is, it really doesn’t matter.

It's ok whether you're on the road or not.

The legend grows.

The extended version of the Jeep Wrangler has double the cargo space, a longer wheelbase, more rear space and legendary four-wheel drive. The "legend" is also growing.

5. Creative Hard

The three Jeep posters below show different animals when viewed forwards or backwards (try it if you don’t believe it). This is the charm of Jeep, it allows you to see everything you want to see.

This work was created by Leo Burnett for Jeep in France and won the Gold Award at the Cannes Advertising Festival.

See everything you want to see.

Don't go against your nature and choose four-wheel drive.

Two-wheel drive cars are like two-legged horses and two-legged lions. Only four-wheel drive is the right way and is more in line with the nature of animals surviving in the wild.

The above is a commercial from Jeep during the "American Spring Festival Gala" Super Bowl, which combined the then popular movie "Jurassic World: Fallen Kingdom". In the commercial, the protagonist drove a Jeep Wrangler to perform the classic chase scene between the Tyrannosaurus Rex and the Jeep in "Jurassic World". The final twist was both embarrassing and funny.

How about it, is it harder than your ex's heart? After all, its target audience is those who are hard to the bone. To impress them, you need iron-clad copywriting.

Author: Kuang Shisan, WeChat public account: “Free shipping for text and articles”.