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Land Rover Defender ad uses polar bears.(Brief Article)
Rainey Kelly Campbell Roalfe/Y&R has created a new press ad for Land Rover's Defender model, which attempts to give the car a strong and heroic character.
The execution, which is entitled 'polar bear', is the latest in an on-going campaign for Land Rover's core four-wheel drive model, and once again uses dramatic photography to deliver its message.
The ad pictures a polar bear cradling its young while sheltering by the side of the Defender. It features real polar bears.
The aim is to demonstrate that such a rare animal, whose home is in one of the most remote places on the planet, feels safe next to the Defender. It also demonstrates how the car can handle extreme terrain and weather conditions.
The copywriter was Dave Henderson with art direction by Richard Denney. The ...
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