Analysis: Sale of the Week

Whatever your views on the relevance of four-wheel drive vehicles to city living - do you really need all-terrain capability to pop to Tesco? -there’s no doubt that this press ad for the chunky Isuzu Trooper Insignia is a bit of a head-turner. And let’s face it, understatement doesn’t run with types who’d rather die than drive a Fiesta.

Whatever your views on the relevance of four-wheel drive vehicles

to city living - do you really need all-terrain capability to pop to

Tesco? -there’s no doubt that this press ad for the chunky Isuzu Trooper

Insignia is a bit of a head-turner. And let’s face it, understatement

doesn’t run with types who’d rather die than drive a Fiesta.



The huge eight-page gatefold poster appeared in last Saturday’s Daily

Telegraph magazine, as a result of some smart thinking by the paper’s

regional sales team in Manchester, and by Carat, which handled planning

and buying. After all, how else was the car going to achieve stand-out

in the broadsheet magazine sector, which attracts a notoriously large

number of four-wheel drive car ads?



’Before you can be creative, you must understand your client’s business,

their problems and objectives,’ display advertising manager Gary

Frielick points out. ’The Telegraph prides itself on the relationship it

has with clients and agencies alike, and we believe that is why our

special projects are so successful.’



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