Ammirati Puris Lintas has made a radical change in direction in its
new campaign for Rover, which taps into the current ’Cool Britannia’
mood in Britain.
Two 40-second films, for the 200 and 400 marques, drop the old endline,
’relax’, in favour of the spoken line: ’Things haven’t changed a bit.’
The films, which broke nationally around the News at Ten on Tuesday, aim
to position Rover as a fashionable, contemporary car that is an integral
part of new Britain.
The Rover 200 film is urban-based and aims to make the car appeal to a
Backed by the track, This Town Ain’t Big Enough for the Both of Us by
Sparks, it opens on a carnival scene and then cuts to a funky-looking
girl driving the Rover. She opens her eyes and displays lurid red, white
and blue contact lenses.
The voiceover contrasts the old image of a dull, predictable Britain
with its new incarnation - it refers, for example, to ’pearly queens’
but the visual image is of two girls outside a night club each sporting
a pearl in their pierced navels.
The Rover 400 film, which is shot in a similar off-beat style, takes the
viewer on a lightning tour round Britain and is backed by the song,
Virginia Plain, by Roxy Music.
The commercials are shot in vivid colour and use a ramping technique to
speed up the film. They were created at APL by the copywriter, Adam
Denton, and the art director, Andy Fairless. They were directed by
Howard Greenhalgh through Brave Films. Media planning is by APL with
buying through Zenith Media.
Chris Thomas, the managing director of APL, who was hired last summer to
boost the agency’s work on Rover, said: ’These two commercials are a
dynamic and positive presentation of the Rover brand. They will
challenge people’s perceptions in a way that is credible.’
John Lowndes, Rover Cars’ marketing director, added: ’This is a step
change for Rover. We are preparing the way for a new range of
This campaign will give us a sense of momentum while maintaining our
traditional values. It’s about adding modernity to the brand.’