Roads? Where we’re going, we don’t need roads.

Story telling is a kind of advertising methods. Many companies started to advertise their products by using story telling method. Story telling method is effective method because if people watch an ad which includes a story, people can remember that ad very easily. For example, if you watch some movie, you cannot forget movie's story easily. Likewise, story telling is very useful method to advertise some products. Typically, Jeep is a company which use story telling method in advertisement. Let's talk about Jeep's advertisement.

Most companies have their own slogan such as 'just do it' in Nike, 'impossible is nothing' in Adidas, and 'think different' in Apple. However, only few companies applied story telling method in advertising. Jeep is a typical company which use story telling method. Jeep's slogan is 'Roads? Where we’re going, we don’t need roads.'. Actually, Jeep's slogan is not special to people because many people know Jeep's car can go off road very well. If Jeep just use this slogan for advertising their products, people weren't interested in their slogan. However, they used their slogan with story telling ad. Look at the picture below.

 There are stop sign and gas station on the mountain. People cannot think what this ad is for. By the way, if people find Jeep logo in this picture, everybody will understand what these pictures want to advertise. This picture means that normal car cannot pass this road, but only Jeep can use this road. These picture also explain well Jeep's slogan.

 

 



 

Have you ever scribbled on the window like that picture? Of course, people cannot understand this picture. However, if this picture has Jeep logo, people will understand this picture very easily. This picture means if you ride Jeep, you can drive very easily on the snow-covered mountains like scribbling on the window. The reason why people understand this picture is Jeep always emphasized Jeep can go everywhere.

 

 Jeep always talked that you can drive everywhere with Jeep, even if you drive at mountain or rugged road. Jeep delivered their slogan steadily to people. As a result, when people see a mountainous area and Jeep logo in the picture, people think Jeep can go this way. Likewise, keeping emphasizing slogan and making story in ads is best way to advertise products.