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Article: Range Rover's return to TV focuses on 'Respect'.(News)(new campaign from Land Rover of North America Inc.)
- Article from:
- Automotive News
- Article date:
- July 14, 2003
- Author:
CopyrightCOPYRIGHT 2003 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Mark Rechtin
Following a five-year absence, Land Rover is returning its flagship Range Rover to national TV as part of a 90-day campaign that will account for one-third of the automaker's advertising budget.
In the campaign's single TV spot, shot in Bangkok, Thailand, a respected figure is being paraded through a crowd in an ornate palanquin.
Just as the procession arrives at a side street, a Range Rover appears. A hand emerges from the palanquin and waves the Range Rover on. The implication, and the tagline: "Respect.''
"The ad is about the prestige of the Range Rover being recognized anywhere in the world,'' says Andrew ...