Land Rover NZ celebrates the legacy of the Land Rover Defender’s capability in new work via True
Land Rover NZ has released a new campaign to introduce the new Land Rover Defender 90 into New Zealand in a new campaign by Auckland independent agency True.
The campaign leverages Land Rover Defender’s Kiwi heritage whilst demonstrating the category-redefining innovations of the legendary vehicle.
True’s executive creative director Tim Huse says the Standard Since Day One campaign plays with the idea that although the new Defender 90 is packed with state of the art technology the vehicle’s unparalleled capability has been there since Day One.
Says Huse: “Far from being a departure from the Defender tradition, the newest models from Land Rover continue the legendary capabilities that have been there since the start. Demonstrating this saw us taking advantage of another well-established Defender ritual – stopping mid-adventure to snap a photo.”
Huse adds that the tone of the work had to capture the unconventional confidence of the Defender brand: “There is something so ‘wonderfully Defender’ in using a crumpled, 70-year-old photo of a river-crossing, to sell a car in 2021.”
Managing director of Land Rover NZ, Steve Kenchington says the Standard Since Day One campaign perfectly captures the best-in-class capability of the Defender family: “The Land Rover Defender has long held a place in the heart of many Kiwi explorers and the demand the new long wheel-base Defender has been unprecedented. I have no doubt the arrival of the Defender 90 will continue to boost interest.
“The Standard Since Day One highlights that exploration is at the core of the Defender brand and the greatest explorers embrace the latest in new technology. It’s a fantastic campaign that I know will resound with our Kiwi customers.”
The multi-channel campaign went live in February.
Client: Jaguar Land Rover NZ
Steve Kenchington: General Manager
Luke Meurant: Marketing Manager
Creative Agency: True Ltd
Tim Huse: Executive Creative Director
Sasha Arandelovic: Senior Creative
Sam Henderson: Senior Creative
Abby Bolstad: Senior Business Director
Ruby Gregory: Business Manager
Ella Corbin: Business Executive
Amanda Chambers: Head of Content
Media Agency: Together
Rufus Chuter: Managing Partner
Jaimie Crighton: Orchestrator
Beccy Meares: Client Director
7 Comments
Just feels so off strategically to be harking back for a whole new beginning. Ya reckon’?
Every single person who buys a new Defender will be one who loves the old one.
This work shows you all the traits the new one shares with the old one, while evoking nostalgia.
Seems perfect strategically to me.
What do I know? I’m just a guy who likes the old Defender who would love to buy a new one.
Most people driving these around Ponsonby and Remuera wouldn’t be seen dead in an old one.
I like the Defender. I like these ads. Nice work Sasha.
No
I don’t hate the ads (in truth, the ideas are very familiar), but my issue is that the new Defender is so generic and bland.
Sure, great engineering underneath, but the charm of the old look was its rugged beauty and non-conformity.
The INEOS Grenadier will get the old Defender loyalists. The Defender will get the people with no taste but lots of cash.
Personally, I think it looks like a Nissan.
And as for using the old Defenders history to sell this car; I think many people will see past it.
I like it and that was hard for me to admit because I don’t like Border Collies.