Land Rover recently ran this print advertisement for the Defender, showing the vehicle in the context of a garage tool collection. Aimed at core Defender utility followers, the ad is designed to show the Defender as the best tool for the job. Defender is bought for both utility and leisure purposes, but its heartland is utility –- it is a “tool”.
Credits
The Tool Kit ad was developed at RKCR/Y&R, London, by copywriter Adrian Lim, art director Steve Williams, planner Richard Cordiner at Mindshare with photographer Andy Green.
