Creative Corner: Jeep's Grand Shagoneer, IKEA's scary sofa and Jarvis Cocker's Sleep Forecast

Jeep takes family ‘fun’ in a different direction

First up, the social-first campaign for Jeep’s 2026 Grand Wagoneer, branded “The Family SUV”. 

You might expect sweeping landscapes, rugged terrain and children somehow giggling quietly; instead, we get stand-up comedian Iliza Shlesinger pitching the “Grand Shagoneer” (yes, really, and fictional, of course) to a room of Jeep execs until the tone pivots into something more refreshingly honest.

Inspired by an article in Jalopnik which declared that the Grand Wagoneer was the ‘best vehicle to have sex in’, the team at Highdive took somewhat of a risk which paid off in platforming one of its now viral features: being too comfortable. With a new take on the meaning of ‘family adventure’ (“room for the whole family and room to make a family”), what I like is that Jeep gets the balance right with self-awareness while still looking premium; it makes luxury feel that bit more relatable. And, it’s brilliantly scripted.

Taking a choice step into an organic (and viral) conversation means Jeep lets itself wink, nudge and be mischievous whilst still highlighting those genuinely impressive features. And no cinematic escapism in sight!

IKEA shows the sofa is the scariest place in the house

Having been a little underwhelmed with this year’s Halloween creative output, this next content from IKEA was worth a shout out for its wonderful simplicity. 

In a sea of ads leaning on gore, ghosts, and gimmicks, IKEA sidesteps all that and lets the products do the talking; cushions, throws, and blankets quietly become the heroes of the night, helping us survive jump scares without needing to use a single spooky prop or backdrop.

The visuals do the heavy lifting, as IKEA leans on its signature typography and price styling so subtly that you instantly know whose campaign it is. It’s the kind of insight that lands immediately: the real terror often happens on the sofa, not in a haunted house. IKEA has simply taken its existing products, thought about how they show up in real life, and let them tell the story that comfort is the ultimate shield.

The beauty is in the restraint; it’s relatable, quiet, and surprisingly memorable.

Lead image courtesy of IKEA.

Sailing off to sleep with….Jarvis Cocker

I, myself, am a little tired (please excuse) of ASMR-influenced campaigns, but BBC Sounds’ Sleeping Forecast is a masterclass. 

Jarvis Cocker narrates a one-off show inspired by, of course, the Shipping Forecast: that hypnotic, poetic ritual beloved across the UK, and which Jarvis himself is a ‘huge fan’. Add a puppet version of Cocker gliding through dreamlike waters and soft ambient soundscapes, and you have a campaign that feels gently surreal, kind of nostalgic and so naturally, very comforting.

Leaning on cultural familiarity, with The Forecast already a bedtime ritual for many, the campaign taps that emotional anchor while subtly showcasing BBC Sounds’ content, all wrapped up with the dulcet tones and accent which are instantly recognisable.

It’s a gorgeous marriage of an institution and an icon, showcasing real craftsmanship. 

You can see and feel the artistry in every frame, and in an era flooded with AI slop, this is a joyful reminder that human creativity still shines brightest.