Friday, May 3, 2013

Land Rover brands with beauty - Creative Excellence Fridays

Four young men, running through the woods. A ballet of balance and abandon. What does this have to do with Land Rover? Absolutely nothing. Or does it?

A hamburger and a glass of sparkling wine would fill the gap.  But wouldn't a plate of 200 dollar Kobe beef and a $2000 bottle of Dom Perignon 1966 be better?   The answer is obvious. The question is, can you afford it.  Have you arrived.  Are you Land Rover "worthy"?

If you're willing to spend Land Rover money instead of Hyundai money on transportation, that's your mindset. And that's what Land Rover's creative team at Y&R NY had in mind when they called on director Noam Murro to pull these images to life.  Young men  demonstrate Parkour, a military training exercise that utilizes running, jumping and balance to over power the enemy in combat and traverse over difficult terrain. Difficult terrain? Beauty, balance?  The connection of art, beauty and excellence has always been a powerful motivator to the set who could choose anything, but choose, in this case, Land Rover.

This blog is dedicated to creative excellence each Friday. And this commercial lifts itself above the dull roar of mediocrity with brilliance, with a simple statement;  we're about excellence. Yes, it's just a commercial. But as Andy Warhol proved fifty years ago, an ad can be art. Art can be an ad. This works. This is beautiful.

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.

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