Rover is putting fresh advertising impetus behind its 75 model in a
new global campaign, which presents the car as both luxurious and
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
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
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."