Ammirati Puris Lintas has created two TV commercials and a press
campaign to launch Rover’s latest models, the 200 Sports Edition and the
400 Luxury Edition.
The campaign continues the theme of the modernisation of the Rover
brand, a process introduced with last year’s ’cool Britannia’
advertising. Instead of focusing on the cars’ special features, the ads
use biological imagery to demonstrate the physical effects of driving a
special edition Rover.
The Rover 400 ad shows how the smooth and comfortable ride creates a
sense of wellbeing. The Rover 200 execution highlights the excitement
drivers feel when behind the wheel.
Both commercials illustrate the relationship between car and driver and
introduce the endline: ’Between you and a Rover there’s chemistry.’
The ad for the Rover 200 breaks on 17 April, and the Rover 400 work will
air a week later. Both will run on national terrestrial and satellite
The press ads will run for two months in national newspapers, car and
sports titles, and style magazines such as GQ, Vogue and
Media planning is by APL and buying is through Zenith.
Steve Rabosky, APL’s chief creative officer, said: ’This ad is about the
direct relationship between you and your car. We are trying to retrench
the brand around the product.’
The campaign was art directed by Ed Bones and written by Neil
APL drafted in Paul Street, who was responsible for Young & Rubicam’s
Ford Puma commercial starring Steve McQueen, to direct the ads through
John Sanders, the Rover marketing director, said: ’It’s what the car
does for the driver that makes the difference. This comes from the heart
of the Rover brand: the experience of driving.’