Land Rover North America has launched a new marketing campaign dubbed “Designed for the Extraordinary” which focuses on what differentiates Land Rovers from other luxury vehicles the automaker says that’s “exceptional design and outstanding breadth of capability”.
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The new campaign promotes the brand as a whole while highlighting each individual model – Range Rover, Range Rover Sport and LR3 (the US market name for the Discovery).
Land Rover is placing each of these vehicles in settings that, it says, are genuine demonstrations of their claimed superior performance – for example, the first will show the Range Rover Sport beneath Tokyo, in a little-known network of underground aqueducts.
Directed by Jordan Scott, daughter of movie director Ridley Scott, the TV commercial highlights the design and driving abilities of the Range Rover Sport and the unique tunnel infrastructure, taking the viewer where no road-going vehicle has 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 website. Here the viewers will come to understand that what they are seeing is completely real and not a dramatisation,” said Land Rover North America marketing chief Sally Eastwood.
Tokyo photographer Kenshi Daito was commissioned to take “Extraordinary” photos of the SUV in Tokyo and 16 of these can be viewed at on the automaker’s website.
The campaign will mostly use TV, print and outdoor ads complemented by a “behind-the-scenes” look at the making of the advertisements that will also be available on the website.
