The naturalness of travelling with a Jeep
GPS is not the most easiest product to advertise. Jeep uses biomimicmarketing to bring the message across. In this advertising campaign an iconic arrow is comprised by images of animals herding. From birds flocking to elephants roaming. We lead you the way.
Via Coolhunting. related post: New species from Jeep, Five strategies of Biomimicmarketing.
Ok … so now that the birds, the elephants, and the dears are no longer able to ‘walk their way’ … Koert, do you want us to skip them from the concept of ‘old nature’ as well…???
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If would say a perfect example of ‘fooling around with nature’! But the biggest unanswered question is again:
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Is it NEXT NATURE …?
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Just another thought: I think all cases of biomimicmarketing are ‘borderline’ nextnature examples … for they are all ‘products’ that have no direct connection with (old) nature at all.
@Martijn; Perhaps at first sight the images themselves are not a good example of NextNature, but the underlying message I am getting here is:
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Pigeons, whales, in fact all migrating animal-species are ‘connected’ to a natural form of navigating. Built-in so to say. Perhaps humans owned skills like that many thousands of years ago. They certainly don’t now (or it must be some forgotten nomads) and that’s where technology comes in. So even though this is a marketing thing that is trying to sell a product, it also functions as a mirror on how the human brain is developing and how dependent we are becoming of this technology. Elephants would laugh their noses off if they learned we are driving cars that tell us where to go.
You know what animal Americans hate?
Bull
@Martijn: This campaign by Jeep is another example of biomimicmarketing (using images of nature to market a product), which is a relevant theme within the next nature debate, as it visualizes how a certain, rather one sided positive, view on nature is promoted by corporations in order to sell products.
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Since it is the goal of this website to re-investigate our concept of nature, it seems only relevant to consider how the established view on nature (as something pristine, harmonic, inherently good and untouched) came in to being. Biomimicmarketing seems to play a role here, hence is should be featured on this blog.
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Sometimes, I get the sense you are too purist and merely judge whether examples in posts are next nature themselves, rather than whether they are good contributions to the discussion on next nature. Please try to stay sharp on your critique.
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See also, the essay on biomimicmarketing.
http://www.nextnature.net/?p=3720
Hence, a discussion on whether “the birds, the elephants, and the dears are no longer able to ‘walk their way” isn’t relevant, as the post is not about the animals depicted, but about the fact that they are shown in order to sell a gps system. Simply another piece of evidence in our argument that corporations are regulary using images of nature to market their products. Don’t you think it is relevant – and fun – to collect them on the blog?