Rainey Kelly Campbell Roalfe/Y&R has created a global TV campaign
for the Land Rover Freelander, that targets young drivers.
The campaign aims to build on previous work from the agency suggesting
that the Land Rover brand enables people to lead more interesting lives
by being more adventurous.
The spot, which launches in the UK on 19 January, opens on a couple who
return to the woman's apartment in her Freelander. As she prepares some
drinks her date surveys the intriguing contents of her living room,
including an unusual wind instrument. As the man attempts to play it, he
catches sight of a photo in which his date is standing with some South
American tribesmen whose traditional clothing barely covers their
The man turns red with embarrassment as he is caught holding the picture
by his forgiving date.
Robert Campbell, the joint executive creative director of RKCR/Y&R,
said: "With this campaign we're bringing the Land Rover experience to a
younger, more urban audience for Freelander."
The spot was written by Dave Henderson and art directed by Richard
Denney. It was directed by Paul Goldman through 2AM Films.
Media planning and buying is through MindShare.
The agency's previous work for the Land Rover Discovery marque featured
Discovery drivers who had been influenced by the different cultures they
had experienced on adventures abroad while driving their cars. That
campaign was targeted at a more middle-class, middle-aged market.