NEWS: Rover targets women with Mini ‘fashion’ ad

Rover Cars has launched a colourful women’s press campaign to support the launch of its 1996 special edition Mini, called the Equinox.

Rover Cars has launched a colourful women’s press campaign to support

the launch of its 1996 special edition Mini, called the Equinox.



The campaign, created by Ammirati Puris Lintas, aims to extol the Mini’s

brand values of ‘excitement escapism and individuality’.



The three press executions feature the top Italian model, Valentina

Contato, wearing a skimpy mini-dress where the skirt has been

constructed from a Mini car.



The ads, which are shot against bright pink, blue or green backgrounds,

depict Contato posing with a chi-chi high-fashion handbag or walking a

fancy, miniature dog on a lead. The copyline reads: ‘Off the peg and on

the road for pounds 6,725.’



All three executions were created by APL’s art director, Michelle

Steward, and copywriter, Melanie Forster. They were shot by the

photographer, Frank Herholdt.



The UK launch centres around three consecutive full-page ads running in

the June issue of Vogue followed by a two-month burst in a number or

other fashion titles, including Marie Claire, Elle, Cosmopolitan and

Harpers and Queen as well as national newspaper review sections. Media

was planned by APL and bought by Zenith Media.



Andrew Cracknell, APL’s chairman and executive creative director, said:

‘We have created a series of car press ads which will look perfectly at

home in the arena of fashion magazines.’



Rod Ramsay, the Rover Group’s marketing director, commented: ‘These

couture pastiches reflect the fun and individuality of this excellent

brand.’



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