The Range Rover Sport execution, on the other hand, sticks to best practice and is simple, clean, easy to understand and impactful. Perhaps it's because I'm a car enthusiast, or maybe because the posters I have seen have all been on high-quality sites, but I've certainly noticed a lot of this launch campaign.
As well as running national 96-sheets, this execution and one other ran in national press, some quality monthlies and the usual car titles. Some 30- and 40-second TV ads have also been running on Channel 4 and Sky Sports channels.
The creative worked well across all the different media platforms - the bright orange car, the speed trail, the dark moodiness of the background and the 'Play hard' line all contribute to the feeling of dynamism and exhilaration one is no doubt expected to experience behind the wheel. While not a big fan of 4x4s, I do quite like the loutishness of this category of 'in-yer-face' SUV. This execution neatly encapsulates the slightly rude feeling one probably has as the owner of such a vehicle.
Overall, this is a simple proposition that has been executed well, a good use of the 96-sheet format and, of course, it catches people when they are most likely to be thinking about ripping across the desert in a 4.2 litre V8 supercharged beast - when they are stuck in a traffic jam on the way to Sainsbury's (where, incidentally, the Sport will probably spend most of its city-bound life).
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