Thursday, May 5, 2011

Range Rover doesn't play it safe

Safety is a benefit. One of the most important in the car business, especially for women.

So it's no surprise that with Volvo ceding its ownership of that positioning, someone would step into the void. It's not surprising that someone would be Land Rover. After all, they have incredible on and off road capabilities, they're built about as solidly as any vehicle that doesn't have a military insignia on the side, and they look the part.

What is surprising is how they chose to advertise this benefit.

No shots of test dummies being saved by air bags. No doe eyed children sleeping in the back seat as mom delivers them safely home through a thunderstorm. No footage of a Land Rover pulling itself out of a windows-deep quagmire. Just a simple, funny story that says, Land Rover is the safest place you can be.

I'm a little worried that these vignettes border on irrelevant (do three bad cops speak to well-heeled suburban housewives?) but I love the effort. It's nice to see a campaign for safety that's anything but.

I'm looking forward to seeing how this campaign plays out.

1 comment:

  1. These spots miss their mark by wide margin. I'm not sure I'd even picked up the "safety" message, other than the tag line at the end, if I hadn't read your post.

    This is a waste of money for LR.