M&C lays on the style in debut Rover 45 ads

Rover this week launched the second phase of its new TV advertising, which will help determine its future amid optimism that the carmaker has turned the corner.

Rover this week launched the second phase of its new TV

advertising, which will help determine its future amid optimism that the

carmaker has turned the corner.



With a national campaign marking the debut of the 45 model breaking

nationally this Friday, the company is looking to build on an improved

performance, which has seen a doubling of its 3 per cent UK market share

- an all-time low - since September.



The latest commercial is a follow-up to the first stage of an ad

offensive which broke on Boxing Day.



The work is the first from M&C Saatchi since the agency took over the

creative assignment on the pounds 40 million UK account from Ammirati

Puris Lintas three months ago. Media is through Zenith.



All the advertising will carry the ’extraordinary drive’ line, developed

by APL for the launch of the Rover 75.



It is being retained to emphasise what the company says is the end of

its previous inconsistent strategy of advertising and its claim that,

with the 75, 45 and 25, it now has a ’cohesive family’ of cars.



John Sanders, the company’s UK marketing director, said: ’Rover is a

brand that has gone to sleep. People believe we have good cars but we

have to tell them. We can’t rely on flim-flam or spin.’



Moray MacLennan, the agency’s joint chief executive, said: ’We wanted to

be true to the roots of the brand without getting stuck in the past.

That’s a difficult thing to do.’



Both campaigns aim to promote the sophistication and elegance of the

cars by featuring them in unusual settings.



In the case of the 45, the car replaces the ball in a giant pinball

machine.



The film is the first TV work for the agency by the art director, Tiger

Savage, and copywriter, Mark Goodwin, since they joined the agency from

Leagas Delaney. It was directed by Vaughan Arnell for Godman.



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).