RKCR creates viral campaign for Freelander

Rainey Kelly Campbell Roalfe/Y&R has created a viral campaign to support the launch of Land Rover's revamped Freelander Sport.

A series of four executions show the Freelander trying to participate in various sporting activities.

The ads, which position the sport version as being fun to drive, coincide with a range of subtle changes to the Freelander model, designed to give it a more aggressive, sporty feel on the road.

One execution, "penalty", opens on a Sunday League football match. Amid the action, the Freelander Sport appears on the pitch to take a penalty, but it drives over the ball before heading toward goal. The goalkeeper dives out of the way as the car ploughs through the goal, dragging the netting behind it.

The endframe shows the car while a caption reads: "The new Freelander Sport." A male voiceover states: "Great to drive, not so great at sport."

The ads were written and art directed by David Gamble and Simon Labbett.

They were directed by Mikko through Hungry Man. Media planning and buying was by MindShare.

The first viral ad to break is called "try" and features the Freelander Sport attempting to play rugby. It launches on Monday 16 February to coincide with the start of the Six Nations rugby championship, which gets underway on Sunday 15 February.

The remaining executions, which include "tennis" and "horse race", will focus on the 2004 European Football Championships, Wimbledon and, latterly, Royal Ascot on 15 June and will appear principally on www.lycos.co.uk.

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