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