Y&R Presents Inside Story of Range Rover

LOS ANGELES Land Rover North America today breaks a 30-second TV spot for its Range Rover model that highlights the luxury of the vehicle’s interior.

Created by WPP Group’s Young & Rubicam in Irvine, Calif., and filmed in Northern Italy, the spot shows two college-age guys hitchhiking in the snow. One says that he has decided to major in ceramics, and waxes philosophical about making plates. An Italian couple in a Range Rover picks up the twosome and as they admire the interior, the would-be artisan instead contemplates minoring in ceramics. The implication is that he instead will pursue a career that will enable him to afford a Range Rover. The ad ends with the line, “The Range Rover. By Land Rover.”

The ad is running nationally on cable networks, as well as in spot markets. Print and outdoor ads will follow in March. Media spending could not be determined. The Irvine, Calif., automaker spent $9 million on ads in 2002 and $27 million through October 2003, according to Nielsen Monitor-Plus.

This is the second spot in a campaign that launched last June. The previous spot showed a procession in a Thai village, with people carrying a litter with someone of great importance inside. When the group and a Range Rover came to an intersection, a hand emerged from the covered carrier and beckoned the vehicle to proceed.