August 16, 2006

Go on, have an adventure (and don't forget to buy one of our cars)

This arty cinema spot for Land Rover is a cut above most aspirational lifestyle motor ads. i.e. we’re not going to tell you about much about the car, but just look at how this brand will help you chase African wildlife / give you size-related hallucinatory experiences / shake your buttocks suggestively etc.
Some that go down this road (pun intended) work well, and some don’t.
Brands like Land Rover are having a terrible image problem: sales of 4x4 off-roaders have fallen in the UK for the first time. Owners of these cars are threatened with huge tax hikes; they have been targeted by high-street protesters and are called wankers by Greenpeace.
With this in mind, focusing on the car’s physical attributes is too much of a risk – it’s safer to help the viewer dream of exploration and adventure.
Although this will possibly result in an increase in traffic to travel agency websites, the campaign is supported by a website where people will post their own adventurous experiences. And hopefully encourage them to buy a Land Rover and piss off the townies.

Agency: Rainey Kelly Campbell Roalfe/Y&R, Harrison Troughton Wunderman Narrated by Ewan McGregor

Tags: TV ads, Motor

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