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Video: Land Rover Gets Cocky, Tries Comedy

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Screencap from Land Rover LR4

Screencap from Land Rover LR4

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Land Rover has plenty of reason to smile these days. Despite car buyers' interest in smaller vehicles like the Ford Fiesta, the MINI Cooper, and the maybe here/maybe not Audi A1, Land Rover's lineup of SUVs is doing very well in showrooms. In fact, as of April, the company's year-to-date sales were up 20% over 2009 (though the same can't be said for Land Rover's sibling, Jaguar, which is down nearly 19%). And so, perhaps the company and its new, Indian masters were feeling a little cocky when they opted to do something different to promote the new LR4.

That's so cute.

Land Rover recently launched a video on YouTube to promote the LR4. (We assume it'll appear on TV, too, though we haven't seen it there yet, and at :46, it'll need a bit of editing.) The clip centers on a white-collar office worker with a massive collection of Japanese swords, who's...well, we don't want to spoil the ending. Have a look:

Truth be told, the clip feels a little out of character, given the literalness of most Land Rover ads. Typically, the company shows us what a Land Rover can do by taking viewers to grand, exotic locations and putting a vehicle through its paces.

In this case, though, the pitch is metaphorical, a tad surreal, and it comes with a punch line. The effect isn't completely over the top, but it's probably just wacky enough to appeal to Land Rover's core audience without making brand loyalists worry that the higher-ups have drunk some tainted Kool-Aid. Or at least, that's probably what brand experts Young & Rubicam told Land Rover as when they suggested it. As for effectiveness...well, we'll just have to wait and see.

* * * * *

Advertising Agency: Young & Rubicam, New York, USA
Global Executive Creative Director: Tony Granger
Executive Creative Director: Scott Vitrone, Ian Reichenthal
Creative Directors: Guillermo Vega, Icaro Doria, Dan Morales
Global Integrated Creative Director: Graham Lang
Senior Art Director: Dan Triechel
Senior Copywriter: Brandon Henderson
Director of Content Production: Lora Schulson, Nathy Aviram
Agency Producer: Lora Schulson
Account Executives: Thomas Steadman, Keith Rhodes
Prod Co.: O Positive
Director: Jim Jenkins
Executive Producer: Ralph Laucella
Line Producer: Devon Clark
Director of Photography: Robert Yeoman
Editorial Company: NumberSix Editorial
Editor: Jason MacDonald
Executive Producer (NumberSix Editorial): Toni Lipari
Asst. Editor: Steve Picano
Online Edit: NumberSix Editorial
Online Editor: Ed Skupeen
Telecine: Company 3
Colorist: Tim Masick
Audio Post: Sound Lounge
Partner/Mixer: Philip Loeb
Sound Design: Henry Boy
Sound Designer: Bill Chesley

[YouTube, Land Rover]

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