Rover this week launched the second phase of its new TV
advertising, which will help determine its future amid optimism that the
carmaker has turned the corner.
With a national campaign marking the debut of the 45 model breaking
nationally this Friday, the company is looking to build on an improved
performance, which has seen a doubling of its 3 per cent UK market share
- an all-time low - since September.
The latest commercial is a follow-up to the first stage of an ad
offensive which broke on Boxing Day.
The work is the first from M&C Saatchi since the agency took over the
creative assignment on the pounds 40 million UK account from Ammirati
Puris Lintas three months ago. Media is through Zenith.
All the advertising will carry the ’extraordinary drive’ line, developed
by APL for the launch of the Rover 75.
It is being retained to emphasise what the company says is the end of
its previous inconsistent strategy of advertising and its claim that,
with the 75, 45 and 25, it now has a ’cohesive family’ of cars.
John Sanders, the company’s UK marketing director, said: ’Rover is a
brand that has gone to sleep. People believe we have good cars but we
have to tell them. We can’t rely on flim-flam or spin.’
Moray MacLennan, the agency’s joint chief executive, said: ’We wanted to
be true to the roots of the brand without getting stuck in the past.
That’s a difficult thing to do.’
Both campaigns aim to promote the sophistication and elegance of the
cars by featuring them in unusual settings.
In the case of the 45, the car replaces the ball in a giant pinball
The film is the first TV work for the agency by the art director, Tiger
Savage, and copywriter, Mark Goodwin, since they joined the agency from
Leagas Delaney. It was directed by Vaughan Arnell for Godman.