Ammirati Puris Lintas has recruited an unborn baby to star in its multi-
million pound launch commercial for the Rover 400 Saloon.
The 60- and 40-second films aim to underline the comforting and relaxing
nature of a drive in the Rover 400. They show a baby about to be born
being lulled back into thumb-sucking contentment in its mother’s womb
during a trip, by car, to the hospital.
The commercial is the first significant change in the car giant’s
advertising since Rover’s former agency, Kevin Morley Marketing, merged
The film describes the journey of a woman and her anxious husband - who
both think she is about to give birth - from their house to the
hospital. It is portrayed from the unborn baby’s point of view.
At the start of the film we hear its quickly beating heart, but as the
journey progresses the car’s ride smoothes away the tension and the
heartbeat slows down, until the parents realise that the expected birth
is a false alarm and the baby is perfectly happy where it is.
The voiceover says: ‘The new Rover 400 saloon, the second most
comfortable place you’ll ever be.’
APL has scrapped Rover’s previous endline, ‘Above all it’s a Rover’, in
favour of an old 50s line, ‘Relax, it’s a Rover’, which is meant to
emphasise the core values of the Rover brand - a relaxed and reassured
The ad, which broke on Friday night in News at Ten, was created by the
APL copywriter, Nick Welch, and the art director, Billy Mawhinney. The
commercial was directed by Chris Hartwill through RSA Films.
Andrew Cracknell, APL’s chairman and executive creative director, said:
‘The strategy is all about relaxation and comfort - the implication
being that you are never more at home than when you are in the womb. Car
ads are all about raising expectations and attracting attention.’