M&C launches press ads for Rover 75

Rover is putting fresh advertising impetus behind its 75 model in a

new global campaign, which presents the car as both luxurious and

affordable.



The drive, through M&C Saatchi, underlines the strategy with print ads

spoofing the lifestyles of the super-rich, and sums it up in a tagline

that describes the 75 as: "Just one of life's little luxuries."



Launched in the summer of 1999, the 75 marked a concerted effort to

revive the fortunes of the Rover brand at a time when it was at its

lowest ebb.



The company's UK market share had hit an all-time low of 3 per cent and

the 75, described as the first "pure" Rover for two decades, represented

an attempt by the company's then BMW owner to produce a car capable of

competing directly against the Jaguar S-Type.



The new advertising emphasises the 75's stylish and practical design

coupled with its reasonable price.



In one execution, bikini-clad women play ball on the deck of a luxury

motor launch. In another a glamorous woman is seen walking a pair of

diamond-collared leopards. The ads were written by Ted Heath and art

directed by Paul Angus. UK media is through Zenith.



John Sanders, the MG Rover Group marketing director, said: "Producing

global campaigns can be a nightmare. But this campaign not only does the

product justice but also touches a chord with people across all

markets."



Clive Jones, the Rover group account director at M&C Saatchi, said: "Our

objective has been to set up the 75 as a luxury car both in an

interesting and non-traditional way."



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).