By JENNY WATTS, campaignlive.co.uk, Friday, 31 May 2002 12:00AM
Created by Rainey Kelly Campbell Roalfe/Y&R, the campaign aims to draw attention to the marque, which has been re-engineered and refined for a smoother drive. It will target an upmarket, urban and aspirational audience, while also looking to position the vehicle as relevant to a wider selection of customers.
The campaign focuses on the prestige of the brand and builds on previous work, which featured the strapline: "Been anywhere interesting lately?" The campaign's central idea is that no matter how remote or inaccessible a part of the world, the Land Rover has been there before you.
Directed by Stuart Douglas through @radical.media, the spot opens on the famous explorer trekking alone across a treacherous Alaskan landscape. Against the dramatic white backdrop he looks up to find an enormous poster site featuring an advertisement for the New 2003 Discovery.
Astonished, Fiennes removes his glasses and gazes at the Discovery's new look. After staring transfixed for a while he moves on, and the poster's lighting backdrop flickers into life.
The television campaign will be supported by a global print campaign running in upmarket press titles, which builds on the idea of different explorers discovering out-of-place billboards, and features the vehicle in remote landscapes all over the world.
One execution features two mountaineers, three-quarters of the way up a mountain, who find a poster site featuring the New 2003 Discovery. Another features two men in a canoe coming across the same sight. The four print ads were shot on location in Norway's Arctic Circle, the jungles of Thailand, New Zealand's South Island and Namibia.
Media planning and buying is through MindShare in the UK. The print work will run in upmarket titles, such as the men's fashion magazines GQ and Esquire, women's titles such as Tatler and Vanity Fair, the specialist hobby press, specialist car magazines and Sunday supplements.
Les Knight, Land Rover's marketing communications manager, said: "Discovery continues to deliver the broadest capability in the sector, which provides a far more sophisticated on-road driving experience, while the off-road strength continues to reinforce the dream of the Land Rover experience."
Robert Campbell, the RKCR/Y&R joint executive creative director, added: "If one buys into the idea of a launch campaign showing posters of the brand in far-flung corners of the world, who better than Sir Ranulph Fiennes, one of the world's finest explorers, to discover the New Discovery?"
Both the television and the print campaign was written by Markham Smith and art directed by Richard Dennison.
This article was first published on campaignlive.co.uk