Strange, unexpected, bizarre, quirky. To launch the new Cherokee, Jeep Australia were looking to do something a little different, under the theme - 'Even nature can't contain its excitement'. The solution? Create a 'cyberscene' that exists exclusively on the internet and generated enough interest to drive enquiries to the Jeep site. An email was distributed to internal and external permission lists, under the guise of a news article, with an attachment promising 'Proof of Bigfoot'. When viewed, it does not show proof of Bigfoot, rather proof that a car manufacturer is prepared to push the boundaries to produce a unique and relevant piece of communication that moves away from standard car marketing cliches. There are no beautiful vehicle shots shimmering in the sunset ... no cars racing across open plains ... no serious voiceovers talking about fuel injection, rugged suspension or torque ... no beautiful models driving the vehicle and no exotic locations. Instead, we see raw, grainy footage set in nondescript bushland of a huge hairy beast getting excited by stealing the new Cherokee! It doesn't take itself too seriously. It is raw, untamed and a little wild - exactly the characteristics of the vehicle and the target audience alike.