APL shows physical effect of driving a Rover

Ammirati Puris Lintas has created two TV commercials and a press campaign to launch Rover’s latest models, the 200 Sports Edition and the 400 Luxury Edition.

Ammirati Puris Lintas has created two TV commercials and a press

campaign to launch Rover’s latest models, the 200 Sports Edition and the

400 Luxury Edition.



The campaign continues the theme of the modernisation of the Rover

brand, a process introduced with last year’s ’cool Britannia’

advertising. Instead of focusing on the cars’ special features, the ads

use biological imagery to demonstrate the physical effects of driving a

special edition Rover.



The Rover 400 ad shows how the smooth and comfortable ride creates a

sense of wellbeing. The Rover 200 execution highlights the excitement

drivers feel when behind the wheel.



Both commercials illustrate the relationship between car and driver and

introduce the endline: ’Between you and a Rover there’s chemistry.’



The ad for the Rover 200 breaks on 17 April, and the Rover 400 work will

air a week later. Both will run on national terrestrial and satellite

television.



The press ads will run for two months in national newspapers, car and

sports titles, and style magazines such as GQ, Vogue and

Cosmopolitan.



Media planning is by APL and buying is through Zenith.



Steve Rabosky, APL’s chief creative officer, said: ’This ad is about the

direct relationship between you and your car. We are trying to retrench

the brand around the product.’



The campaign was art directed by Ed Bones and written by Neil

Williams.



APL drafted in Paul Street, who was responsible for Young & Rubicam’s

Ford Puma commercial starring Steve McQueen, to direct the ads through

Streetlight.



John Sanders, the Rover marketing director, said: ’It’s what the car

does for the driver that makes the difference. This comes from the heart

of the Rover brand: the experience of driving.’



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