Favorite creative of January 2026

The iconic American brand Jeep has launched its new European campaign, “The Great Pretenders”, crafted by BETC Paris and directed by Martin Werner. Steering away from classic rugged terrain fantasies, the film takes a humorous turn by showcasing a town full of “wannabe adventurers” staging their off-road lifestyle. From carefully brushing mud onto their vehicles to stuffing leaves into windshields and striking overly curated selfie poses, every scene is set to the flamboyant sound of Freddie Mercury’s “The Great Pretender”. The result is a clever and timely satire of today’s obsession with appearances over authenticity.

At the center of the story appears the new Jeep Compass, clean, composed, and effortlessly real. As it quietly drives through the town, the staged scenes come to a halt, revealing the contrast between imitation and true capability. The underlying message is clear: real adventure speaks for itself. This campaign playfully challenges the conventions of automotive advertising while reaffirming Jeep’s core values of freedom, capability, and authenticity.

“The Great Pretenders” marks a new direction for Jeep’s communication in Europe. By embracing irony and a modern tone, the brand connects with a generation that values substance over spectacle. First launched in Belgium on January 8th, the campaign is now being rolled out across Europe through television, digital media, print, and outdoor formats. With this bold move, the Jeep Compass is positioned as the vehicle of choice for those who live adventure without pretending.