Some ads catch your eye. Some ads hold your eye. And some ads work their magic before your eye(s). This ad did all three to me.
You see, when I’m looking for ads to analyse, I usually know pretty quickly whether it has ‘breakdown potential’. And I did with this ad too. Because as I was browsing through the 2000 D&AD annual and spotted this ad, I scanned the headline and, yeah, liked it immediately. I then spotted the clever tagline and earmarked it for a later analysis.
But unlike most of my breakdowns, it was only once I’d begun to plan the analysis that I realised there were actually lots of clever details lurking among The Great Plains of Steve.
And in today’s breakdown, I’d like to share them with you – and give my take on what I think they do for the ad.
Who made it
Okay, before we dive in, let’s give credit where credit’s due.
Copywriter: Clare McNally | Art Director: Jan Jacobs | Illustrators: Nicci Brighton and Janine Wittrofsky | Agency: TBWA Hunt Lascaris | Client: Land Rover | Year: 2000
Headlining Three Things
The headline did its job. It caught my attention and then pulled me into the ad. *Ticks box*
There are a few things – or reasons – why I think it did this. Let me take you through them.
Thing One: It uses the non-simplest form
Often, copywriters are told to use as few words as possible (without damaging the impact) – that simplicity overpowers all. And some will take that literally. The more experienced, however, understand that context matters.
They also know that rules are meant to be broken, which this ad does for good reason.
If we compare the simplest version (i.e. “Discover new places.”) versus the original (“Discover places that aren’t even places yet.”), you can feel the difference between them. One sounds robotic. Emotionless. And could have been written by AI had it come 24 years later. The other, though, has a personality. It connects. And using some clever subtleties, increases your dwell time, bringing me to Thing Two…
Thing Two: Twisty paradox-i-ness
The original headline features a subtle wordplay. I guess it’s technically a paradox. But I’m not entirely sure that’s right, nor how to best describe it.
Regardless, ‘a place that’s not a place’ is a little twist that prompts you to re-read the headline and make sure you understood it. With every passing millisecond you spend with the ad, remember, its roots grow deeper.
Thing Three: It works with the art
Like many great print ads, the headline and art work together to elevate one another. The headline makes a promise, which alone works, and the details in the art drive home the impact.
And to be honest, I like that the headline doesn’t steal the show. It leaves enough space for the art and tagline to have a say too.
You are Steve. Steve is you.
Another feature of many great ads, especially as they’ve moved online, is a sense of personalisation.
Now, of course, the ad isn’t actually personalised to you. It’s the same for everyone. But it does invite you to become Steve and sit in the driver’s seat of his Land Rover adventures. The invitation itself is clever (and effective) because it doesn’t ask you to do it. It trusts you’ll put yourself into the ad. And if you don’t, then the ad isn’t for you. Simple.
Can I tell my friends?
I think an illustrated (and what I’m assuming is fictional) topographical map is an interesting direction for the art. It speaks out to a specific persona but also feeds into an aspirational one. By this, I mean you can brag to your friends that you know how to read and understand topographical maps because, with a Land Rover, you can go anywhere.
Bottom line, I don’t think the ad isn’t selling a product. It’s selling a lifestyle. A lifestyle only possible with a Land Rover.
Metaphor-esque
Looking at the map, you’ll see there’s a range of terrain. So, the “Steve-d” areas ultimately show you what a Land Rover is capable of. The more you look, the more terrains you see, and the further you realise Steve/you can explore. It really communicates a lot. And I think it almost becomes a visual metaphor for what’s possible in a Landy.
It’s not often you see so many important (but small) details in plain sight.
(For some simpler visual metaphors, look at this ad, this ad and this ad)
The best tagline by far
Lots of taglines are just guff-lines. They don’t got no personality. But “The best 4x4xfar” does. It’s simple. It’s rhythmic. It’s repetitive. It’s brilliant.
It also requires a teeny-tiny bit of thought, which is never a bad thing.
In all honesty, I think this tagline might be one of my favourites. This, or Stella Artois’ “Reassuringly Expensive”, which is brilliant for a different set of reasons.
Anyway, ‘nuff said. Breakdown done.
An opportunity for more
Now, there was another Land Rover ad in the 2000 D&AD annual that, I think, highlighted a missed creative opportunity. But, to say thanks to those who subscribe to my newsletter, I only shared it with them.
So, if you enjoyed reading this and you don’t want to miss out on extra details with the next breakdown, sign up for my free newsletter. You can join advertisers, marketers, copywriters, art directors, creative directors, and entrepreneurs from around the world who do.
