Sometimes brands and their agencies ‘over’-think their ad campaigns, to such an extent that all the audience can see is the video rather than the meaning behind it.

The latest commercial from Land Rover North America (entitled ‘Roam Free’) is intended to show the ‘go anywhere’ capabilities of Land Rover vehicles, featuring four parkour athletes demonstrating amazing feats of balance, fitness and gymnastics.

Land Rover’s creative team believe it shows that Land Rover’s wheels can’t be stopped by any obstacles, but I didn’t notice any wheels. Nor any Land Rovers.

“Today, more than ever, consumers build their opinions of brands based on how they present themselves in digital, social and mobile”, said Ken Bracht, Communications Manager of Land Rover North America.

“We’re excited to see how owners and enthusiasts will react to our version of parkour, which was filmed outside of the traditional urban environment and in a natural setting; providing the perfect backdrop to showcase our vehicle’s capabilities.”

Nice creative guys, but don’t you think it might have helped (bridge the gap for brand recall) if you’d shown a Land Rover?

Written By

Steve Davies

Steve is an investor, private equity advisor and former Partner at KPMG, PwC and Bain.   Most importantly he's a life-long car enthusiast, mountain biker and active sports enthusiast. He designs and builds technology platforms and is the architect behind Transmission.

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