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" ... "We want the campaign to be as 'Jeep' as our new ad starring Vin Diesel is 'Dodge' for that brand," he said. "We always want to exude the brand's attributes and persona. We've created a Jeep style and we want to stick with it, communicating a set of values in a very Jeep style." Such an approach is increasingly important, he said, in part because "the ute segment is growing everywhere, and it is global, and it has become commoditized and crowded. We need to be even more original and stand out even more." ... "