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


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


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."


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