Rainey Kelly develops Land Rover campaign

Rainey Kelly Campbell Roalfe/Y&R has unveiled its first national

television campaign for the Land Rover Discovery since winning the

global account at the end of last year.



The campaign relaunches the Discovery brand and centres around the

question: "Been anywhere interesting lately?" Three executions portray

Discovery owners as resourceful or adventurous people who have adopted

ethnic characteristics after travelling in their Land Rover

Discoveries.



The first spot features a man jogging through his neighbourhood. He runs

through a park and surrounding suburban streets, finally returning hot

and thirsty to his house. To an onlooking neighbour's surprise, he

breaks off a large leaf from a plant in his garden and drinks

rainwater.



A second spot opens on a woman browsing in a jewelry shop. With the

obliging shop assistant's help, she tries on a silver necklace. Not

content with just one, she continues to pile on thick silver neck bands

until she turns around revealing a neck tube as worn by African

tribeswomen.



The third spot opens on a river scene where an angler is fishing. A

second angler approaches, whereupon the original fisherman looks over to

him with a puzzled expression. The camera cuts to reveal that the second

angler has removed his clothes, waded into the river and stands with a

spear poised.



The campaign introduces the new strapline: "The Land Rover

Experience."



Jim Kelly, the joint chief executive of Rainey Kelly, said: "This

campaign is part of a wider plan to make Land Rover more relevant to

people. It recognises the fact that Land Rover owners have always been

more adventurous than the average four-wheel-drive driver."



The campaign was written and art directed by Dave Henderson and Richard

Denny. It was shot by Malcolm Venville through Therapy Films. Media

planning and buying is through MindShare.



WCRS handled the Land Rover account for three years, producing ads for

the Freelander.



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