2012 Range Rover Sport "Positively Charged"

Land Rover’s latest TV spot for the 2012 Range Rover Sport borrows imagery from the Large Hadron Collider (LHC) to construct a Range Rover Sport particle by particle. You surely remember the Large Hadron Collider. As is typical with the media in the U.S., the LHC was in the news not for the purpose for which it was built, but rather for its potential as doomsday device. Unfortunately, science doesn’t sell as well as sensationalism. 

Since we’re sitting here writing this, we can safely assume the end of the world did not come to pass and the event was shelved along with Y2K, Bird Flu, Swine Flu, the Rapture, Planet X, and dozens of other “certain dooms.” Incidentally, your next regularly scheduled ending of the world happens later this year in the form of the Mayan Calendar 2012 thing. We wish you the best of luck.

“Positively Charged”

Land Rover’s new ad is titled “Positively Charged.” This title carries over into the tagline for the accompanying print ads seen below. There is no dialog or voice-over in the 60-second video spot, which makes the ad very atmospheric. Adding to the ethereal quality of the TV advertisement, Land Rover used an instrumental piece called “Aegina Airlines” by The Dead Texan. Advertising and marketing agency RKCR/Y&R out of London produced the ad for Land Rover. 

Stampeding Wildebeests

Having worked in the trenches of the advertising industry for more than a few years, we are speculating the stampeding wildebeest herd in the opening of the ad is a nod towards Land Rover’s heritage that was built, in-part, on the savannas of Africa. It could also represent energy, because the storm imagery that opens the spot also has that “charged” feel to it, which is very much in line with the overall tone of the ad.

2012 Range Rover Sport "Positively Charged"

2012 Range Rover Sport "Positively Charged"

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February 20, 2012


Land Rover Models, Land Rover News, Range Rover Sport

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