LOS ANGELES Shifting emphasis based upon advice from its retail advertising board, WPP Group's Young & Rubicam Brands breaks a campaign Monday for the Land Rover LR3 that puts a human face on a variety of the SUV's day-to-day uses and features, according to the automaker.
Sally Eastwood, vice president of marketing at the Irvine, Calif.-based company, said that the "fast-paced tonality and light-hearted take on everyday life" of the 30-second national tier-two (retail sales) spot injects wit, humor and humanity into the brand. "Historically," she said, "tier-two ads don't show people."
The spot, directed at a breakneck pace by Markus Walter of Go Film, shows a happily beleaguered husband in a suburban setting narrating how transporting his daughter's science project, driving his wife's extraordinary tall relatives and going on an exotic vacation always means taking his LR3. The shots demonstrate the LR3's various configurations, high ceilings and panoramic moon roof.
The husband repeats the phrase "Let's take mine." The voiceover relates to the man's life with the tagline, "Always be glad you took yours. Designed for the extraordinary." The spot ends with either a lease or sales tag. The agency said the spot would be echoed in two 60-second radio spots running nationally, as well as print breaking next week in The Wall Street Journal, USA Today and other newspapers.
Eastwood said that the dealers were looking for a complement to the "extraordinary" and exotic brand advertising nationally, such as the LR3's navigation of a C-130 Hercules transport plane from Nice to Corsica [Adweek Online, May 1]. "The LR3 is our more mainstream vehicle," said Eastwood. "Because it has been designed for extraordinary things, it is a better enabler of ordinary life. The advertising needs to stress both sides of the vehicle, explore that duality."
Land Rover, part of Ford Motor's Premier Auto Group, spent $45 million advertising the LR3 in 2005 and $10 million through April 2006, according to Nielsen Monitor-Plus.