Land Rover brings spirit of adventure to Discovery ads.(campaign by Rainey Kelly Campbell Roalfe)(Brief Article)

Land Rover has moved its focus from the Discovery itself to those who buy it

Land Rover has entered this week's Adwatch table at number five, with the latest campaign for its Discovery vehicle creating 61% recall.

Its campaign, the first by Rainey Kelly Campbell Roalfe/Y&R since it was appointed to the account, aims to move Land Rover's advertising away from a simple focus on products toward the brand's effect on people's lives.

The three TV executions use the concept 'Been anywhere interesting lately?'

Each one portrays Discovery owners as adventurous people who adopt different ethnic characteristics following their travels around the world …