Focus on One, and Portray it Well.

• Thursday, 1 July 2010
• By Sam Martin
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When it comes to selling cars, a large portion of companies consistently use the same communications method by overloading consumers with vehicle features and price offers in their commercials. Land Rover’s most recent campaign has taken a different tact by focusing on one product attribute (safety) and has designed a portrayal of this feature using humour. The TV commercial shows an employee who has an obsession with samurai swords being asked by his boss to follow him. The boss proceeds to the car park, gets into his new Land Rover Discovery 4 and tells the employee that he is going to have to get rid of all the swords from his office. Land Rover’s “You’ll Feel Safe Inside” campaign obviously depicts that safety is the most important issue for soccer mums to weekend adventurers when choosing a vehicle, and they have succeeded in portraying this using simple humour, and uncluttered dialogue. At Tusk we specialize in brand identity, so contact us if your wanting to change the image of your company.