Rainey Kelly Campbell Roalfe/Y&R's first work for Land Rover breaks this week, with two poster campaigns promoting the affordability of the Ford-owned brand's Freelander and Discovery models.
The Land Rover Discovery ads promote the pounds 21,995 price tag while dramatising the vehicle's off-road capabilities. The first execution shows a Discovery ploughing deep into a lake, accompanied by the line 'Depth charge'.
In the second ad, the Discovery is caked in thick, dry mud and set against a white background. The text says simply 'pounds 21,995'.
Y&R won the Land Rover account in November. Paul Venn, a managing partner at the agency, said: 'Winning Land Rover was a great way to start the year. We are developing exciting new brand campaigns that will break later this year. Meanwhile, these ads do a magnificent job in supporting the Land Rover brand as well as driving the Land Rover business.'
The Freelander work also consists of two executions. The V6 Freelander poster shows a stationary cheetah sporting a blue rosette emblazoned '2nd', while the Freelander V6 speeds past, taking first place in the African bush.
A deer sits in the foreground of the second ad, while the Freelander 1.8S in the background is labelled 'not deer'. Both Freelander posters were photographed in Namibia by Ashton Keiditsch. They were art directed by Phil Rylance and written by Phil Dearman.
For the Discovery, 'mud' was art directed by Jerry Hollens, written by Mike Boles and photographed by Jerry Oak. 'Depth charge' was art directed by Richard Dennisson, written by Derek Payne and shot by Ed Lee.
Media planning and buying is through MindShare.
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