Land Rover is running “Map”, a new press, poster and direct marketing advertising campaign promoting the Defender. The brand’s reputation is built on its ability to deal with any situation, no matter how hard that may be. The landmass in the map is entirely made up of the iconic shape of the Defender itself. The mountains, deserts, even the polar caps are all made out of Defenders, implying that no matter the terrain the Defender was more than capable of conquering it. “70% of the World is covered by water the rest is covered by Defender”.
The Map ad was developed at RKCR/Y&R, London, by international creative director Brian Fraser, copywriter Phil Forster, art directors Tim Brookes and Lee Aldridge and planner David Murray.