Land Rover Defender ad uses polar bears

Rainey Kelly Campbell Roalfe/Y&R has created a new press ad for Land Rover's Defender model, which attempts to give the car a strong and heroic character.

The execution, which is entitled "polar bear", is the latest in an on-going campaign for Land Rover's core four-wheel drive model, and once again uses dramatic photography to deliver its message.

The ad pictures a polar bear cradling its young while sheltering by the side of the Defender. It features real polar bears.

The aim is to demonstrate that such a rare animal, whose home is in one of the most remote places on the planet, feels safe next to the Defender. It also demonstrates how the car can handle extreme terrain and weather conditions.

The copywriter was Dave Henderson with art direction by Richard Denney. The photographer was Olaf Veltman.

Media planning and buying for the ad is handled by MindShare.

From this month, the ad will run next to other Land Rover executions, which appear in a range of style magazines, including Conde Nast Traveller and Fathers Quarterly.

RKCR/Y&R has picked up numerous creative awards for its work for Land Rover. The agency scooped the readers' award for best poster and the top accolade in the 96-sheet poster category at the Campaign Poster Advertising Awards 2003 for "Maasai" for Freelander. Its "hippos" ad won best individual poster at the 2002 Campaign Poster Awards.

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