Video: Land Rover Gets Cocky, Tries Comedy

May 11, 2010
Screencap from Land Rover LR4

Screencap from Land Rover LR4

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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