Ammirati Puris Lintas has taken Rover to Ireland for its latest pan-
European television commercial for the Rover 600 range.
The 40-second ad, called ‘Dah’, depicts a father and son on a driving
holiday in Ireland in the son’s new Rover 600 and opens with the line:
‘I promised him a look at the old country.’
Shot in County Kerry, the spot shows the pair finding it hard to get
along, with the son complaining: ‘It was never going to be easy.’ The
father sits with his arms folded as the son tries to impress.
However, the film ends on an upbeat note as the son drops his father
home. His father turns and says: ‘We could do France next time.’
Andrew Cracknell, chairman and executive creative director of APL, said:
‘It isn’t important that the ad was shot in Ireland. The important point
about the ad was to communicate the style and relaxed quality of the
Rover 600 to prospective customers.’
Rod Ramsay, director of Rover Group marketing, said: ‘The new commercial
shows that the car is built well and the drive is smooth.’
The 600 ad is a continuation of recent Rover work, which includes the
Rover 200 spot, ‘an Englishman in New York’, and the ‘embryo’ ad for the
The film will run for a month and is supported by national press and
poster work. It was written by Peter Matthews, art directed by Adrian
Kemsley and directed by Anand Tucker from the Producers.
Paul Jackson, executive managing partner at APL, commented: ‘This is a
continuation of the model activity, but what is important is that all
three models build on the Rover brand strength of relaxation.’