Earlier this year, my team at NBC and I were asked to pitch a campaign idea for the newly redesigned Jeep Compass. Jeep wanted something that highlighted how the Compass was designed for someone who has already found their passion in life, and uses their Jeep to help them on their way. So I came up with a character-based campaign about a terrible life coach named Kerry Swift who is always looking for new clients, but the one client he can never crack is the Jeep Compass owner. The pitch was a long shot as Jeep rarely does comedy. However, somehow the campaign made it through! Here are the two on-air spots (the first aired in the SNL finale) and the three social spots that complemented them. Oh, and a fun side note – the character was loosely inspired by my brother-in-law and sister who are business coaches, because, lets face it, the best comedy always comes from real-life.
