APL creates hostage drama for Rover

Ammirati Puris Lintas shows the dramatic rescue of a British hostage from his terrorist captors in a new commercial for the Rover 600, which breaks on national TV this week.

Ammirati Puris Lintas shows the dramatic rescue of a British

hostage from his terrorist captors in a new commercial for the Rover

600, which breaks on national TV this week.



The 50-second film, entitled ’exchange’, opens on a barren, mountainous

landscape. The only sign of life is a Rover 600 which is half-blocking

the entrance to a bridge made from rusty girders.



Two smartly-dressed men stand by the car and scan the horizon with

binoculars.



A third, deeply tanned and clearly a local, sits quietly in the back of

the car. One of the men, using binoculars, spies a line of dust,

signalling the approach of a vehicle. He opens the car’s rear door and

indicates to the third man that it’s time to leave.



A battered lorry reaches the bridge and stops near the Rover. There is a

flurry of activity as the terrorists, who are packed into the rear of

the lorry, lift a blindfolded man out on to the road and welcome back

their compatriot from the rear of the car. While doing so, they chant

slogans.



Meanwhile, the rescued hostage is manoeuvred into the Rover, still with

his eyes covered, and the car speeds smoothly away. The Rover’s front

window closes, excluding the unpleasant outside noise, and the

blindfolded man starts to feel the Rover’s plush leather upholstery.



Soon we see a glimmer of understanding appear on the former hostage’s

face - just from the feel of the car he begins to realise that he has

been rescued and is now in safe hands.



The voiceover explains: ’Once experienced ... it’s never forgotten.’ The

endline reads: ’Relax. It’s a Rover.’



’Exchange’ was created by Peter Harold, APL’s head of art, and Neil

Fazakerly, his copywriting partner. The commercial was shot on location

in Corsica by Simon Cheek of Spirit Films. The music is an arrangement

of Handel’s Largo. Media strategy and planning is by APL with media

buying through Zenith Media.



Harold said: ’The commercial is another demonstration of how each car in

the Rover range has been designed to reproduce a feeling of relaxed

motoring.’