Land Rover: Truly "Extraordinary"
Topic: Auto News
2006—Land Rover North America today launched an all-new marketing campaign—"Designed for the Extraordinary"—intended to entice potential customers into the world of Land Rover: sophisticated yet rugged, luxurious yet authentic, as only a Land Rover can be. The campaign focuses on what differentiates Land Rovers from other luxury vehicles offering exceptional design and outstanding breadth of capability.
"Designed for the Extraordinary" showcases the brand as a whole, highlighting each individual nameplate—Range Rover, Range Rover Sport and LR3. To reinforce each vehicle's personality in an unusual manner, Land Rover is placing vehicles in settings that feature genuine demonstrations of superior performance.
The first of the extraordinary vignettes will feature the Range Rover Sport followed by LR3 and Range Rover, shown in equally, if not more impressive, ways later this year. The goal of the campaign is to show that the entire Land Rover lineup brings style and substance together in extraordinary ways.
Range Rover Sport sets the pace in the campaign via a dramatic TV shoot that took place beneath the city of Tokyo, utilizing a little-known yet huge network of underground aqueducts designed to support the city's infrastructure. Like Land Rover vehicles, the Tokyo aqueducts are an engineering marvel of immense capability.
Directed by Jordan Scott, daughter of famed director Ridley Scott, the TV commercial highlights
the extraordinary design and driving abilities of the Range Rover Sport and the unique tunnel infrastructure, taking the viewer where no road-going vehicle has ever been before.
"In today's world of technologically advanced TV production, it can be difficult, if not impossible, to determine what's real and what's computer-generated in advertising, so we're providing behind-the-scenes information and footage on our Web site. Here the viewers will come to understand that what they are seeing is completely real and not a dramatization," says Sally Eastwood, vice president, marketing, Land Rover North America.
To further reinforce the "Designed for the Extraordinary" concept, Tokyo photographer Kenshi Daito was commissioned to create his own vision of "Extraordinary," capturing the essence of Tokyo and the Range Rover Sport from his own unique perspective. Sixteen of Daito's photographs can be viewed at www.landroverusa.com. Known in the art community for his unique style of blending digital technology and traditional photographic processes, the inspiration behind Daito's photography is similar to that of the Range Rover Sport's own amalgamation of cutting-edge technology and legendary tradition.
The campaign's primary communication methods will focus on TV, print and outdoor, complemented by a "behind-the-scenes" look at the making of the advertisements that will be housed on the company Web site at www.landroverusa.com.