Rainey Kelly launches Freelander campaign

Rainey Kelly Campbell Roalfe/Y&R has created a global TV campaign

for the Land Rover Freelander, that targets young drivers.

The campaign aims to build on previous work from the agency suggesting

that the Land Rover brand enables people to lead more interesting lives

by being more adventurous.

The spot, which launches in the UK on 19 January, opens on a couple who

return to the woman's apartment in her Freelander. As she prepares some

drinks her date surveys the intriguing contents of her living room,

including an unusual wind instrument. As the man attempts to play it, he

catches sight of a photo in which his date is standing with some South

American tribesmen whose traditional clothing barely covers their


The man turns red with embarrassment as he is caught holding the picture

by his forgiving date.

Robert Campbell, the joint executive creative director of RKCR/Y&R,

said: "With this campaign we're bringing the Land Rover experience to a

younger, more urban audience for Freelander."

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

Denney. It was directed by Paul Goldman through 2AM Films.

Media planning and buying is through MindShare.

The agency's previous work for the Land Rover Discovery marque featured

Discovery drivers who had been influenced by the different cultures they

had experienced on adventures abroad while driving their cars. That

campaign was targeted at a more middle-class, middle-aged market.


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