My Ad of the Year
30 December, 2006
This is my Ad of the year – Zara Phillips for Land Rover. Perhaps not one of the most obvious choices (Sony Bravia, Nike St. Wayne etc.), but it gets my vote for several reasons:
1) Perfect timing – as far as I can tell it broke the day of the BBC Sports Personality of the Year awards – which she won. And now Zara has been given an MBE too, prompting the press to talk about the ad again.
2) I love the art direction.
3) According to google, Land Rover’s brand values include individualism, authenticity, freedom, adventure, guts and supremacy. Feels right to me.
By the way, I ride horses. Anyone who thinks three day eventing is in any way easy or that its just a question of throwing money at finding the right horse should try it. You have to be naturally talented and very, very brave. I’m not.
Entry Filed under: Planning. Tags: land rover, Zara Phillips.
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1. jamesb | 2 January, 2007 at 10:15 am
yeah, i like it. fits the audience being deliberatrely upmarket, working for the aspirational surrey set who never go near horses. and it’s a different take on the space of the ‘frontier’ they’ve made their own; this frontier is perhaps social.
2. Northern Planner | 2 January, 2007 at 1:17 pm
I hadn’t seen that before. Feels very right, and well played for talking about something other than Honda or Sony;-)
3. Rob Mortimer | 2 January, 2007 at 4:08 pm
Nice. Not seen that before.
Good planning and a great execution.
4. greetings Zara Phillips fans « (almost) always thinking | 19 June, 2008 at 12:51 pm
[...] the 75% of traffic to the blog this week that apparently found its way here via an image search for Zara Phillips… [...]
5. rather liking this « (almost) always thinking | 14 July, 2008 at 2:32 pm
[...] their sponsorship of British Eventing is just nicely understated and a cheeky companion to 2006’s press ads. There’s also a rugby version and you can view both on Land Rover’s microsite [...]