M&C launches press ads for Rover 75

Rover is putting fresh advertising impetus behind its 75 model in a

new global campaign, which presents the car as both luxurious and

affordable.



The drive, through M&C Saatchi, underlines the strategy with print ads

spoofing the lifestyles of the super-rich, and sums it up in a tagline

that describes the 75 as: "Just one of life's little luxuries."



Launched in the summer of 1999, the 75 marked a concerted effort to

revive the fortunes of the Rover brand at a time when it was at its

lowest ebb.



The company's UK market share had hit an all-time low of 3 per cent and

the 75, described as the first "pure" Rover for two decades, represented

an attempt by the company's then BMW owner to produce a car capable of

competing directly against the Jaguar S-Type.



The new advertising emphasises the 75's stylish and practical design

coupled with its reasonable price.



In one execution, bikini-clad women play ball on the deck of a luxury

motor launch. In another a glamorous woman is seen walking a pair of

diamond-collared leopards. The ads were written by Ted Heath and art

directed by Paul Angus. UK media is through Zenith.



John Sanders, the MG Rover Group marketing director, said: "Producing

global campaigns can be a nightmare. But this campaign not only does the

product justice but also touches a chord with people across all

markets."



Clive Jones, the Rover group account director at M&C Saatchi, said: "Our

objective has been to set up the 75 as a luxury car both in an

interesting and non-traditional way."



Topics

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus