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.’