CD + Copywriter // Portfolio in progress. Always.
Jeep: The Mudds

Jeep: The Mudds

Jeep: The Mudds

Jeep: The Mudds

First off: no, that’s not poop.

Look, I almost didn’t put this in my book, because to be honest, it hasn’t aged that well. But at the time, it was an amazing accomplishment: a 6-state road trip in support of a branded content campaign to launch a completely new vehicle: the Jeep Commander.

The car didn't last, the gags got destroyed by too many cooks, but the reality is that I basically helped write a brand sitcom at a time when that was, for the most part, completely unheard of.

 The Commander was Jeep’s first 7-passenger vehicle - basically, a minivan for families unwilling to concede, at least on a vehicular level, their spirit of adventure.  The insight here was that such folks don’t just love mud on their cars - they kin

The Commander was Jeep’s first 7-passenger vehicle - basically, a minivan for families unwilling to concede, at least on a vehicular level, their spirit of adventure.

The insight here was that such folks don’t just love mud on their cars - they kinda have it in their souls. So we created a family to embody that spirit, led by balding, happy-go-lucky patriarch Brock “His Name is Actually Mudd” Mudd.

And then we sent him and his 7-person, mud-caked family on a 6-episode road trip. Because then, as now, the Internet was not a place for subtle messaging.

I have no video of this stuff, but trust me, it was charming. More importantly, it got a lot of press ink.

 The obligatory “follow their adventures” call-out, but in a pre-Facebook world. Note the Google Maps integration, a big deal at the time.

The obligatory “follow their adventures” call-out, but in a pre-Facebook world. Note the Google Maps integration, a big deal at the time.

 The vehicle was a star of the show, and if you watched religiously, you could win one yourself.

The vehicle was a star of the show, and if you watched religiously, you could win one yourself.

 Each episode focused on a specific character, and each character embodied a core capability of the vehicle. Victoria here was the nerd, obsessed with the technical wonders of the Commander.

Each episode focused on a specific character, and each character embodied a core capability of the vehicle. Victoria here was the nerd, obsessed with the technical wonders of the Commander.