The song Who Wants to be a Millionaire? provides the soundtrack for the 30- and 40-second spots through M&C Saatchi, which sustain the positioning of the car as a surprisingly inexpensive luxury.
The 75 was launched in the summer of 1999 and signalled the start of an effort to revive the Rover brand at a time when its fortunes were at their lowest ebb.
The company's UK market share had hit an all-time low of 3 per cent and the 75, backed by a £400 million investment to compete directly with the Jaguar S-Type, was seen as the first of a new generation of vehicles aimed at redefining the Rover brand. The new ad, which breaks nationally on 3 June, features a Rover 75 gliding past images of excessive wealth.
The lyric's reference to "flashy flunkeys is illustrated by a fur-coated woman laden with upmarket shopping bags gesticulating wildly to a pot-bellied cigar-smoking man on a yacht.
The films, written by Jerry Gallagher and art directed by Clive Yates, were directed by Rob Sanders through HLA. Media buying is being handled by Zenith.