Our idea for the “Anti-Manifesto” spot was to showcase the Jeep doing what it does best and give the audience a visual reminder of its incredible capabilities. The goal was to create the most “un-car commercial” car commercial. No typical “sheet metal” angles, no typical locations that we have seen a thousand times, and no cuts in the film, and absolutely no CG. Just one take, so the audience could appreciate that what is happening in the spot is real. Add to that the voiceover, which is less of a script and more of a commentary.