Land Rover C-130 Ad An Off Strategy, Stupid Boondoggle


For some reason, Land Rover thinks it's really cool its new LR3, on April 3rd of this year, boarded a C-130 aircraft and, using the SUV's navigation system, guided the plane from Nice, France to the island of Corsica. This drools of stupidity. There's nothing spectacular about this commercial. Nothing to get excited about. After all, the LR3's navigation system is talking to satellites just like the plane's guidance system does. Most every automotive navigation system can keep a car to within a foot or two of its path. Using the LR3 navigation system to guide a plane is nothing spectacular. OK, well, the plane goes a little faster so maybe the LR3 navigation system is quicker than some but there aren't many vehicles that travel 300 mile per hour 9,000 feet above the ground. This whole thing was just cooked up to be some really cool ad idea but it's so far off strategy, it's laughable.

The ad is brand flatulence. It's irrelevant to the point of the vehicle's navigation system. It's irrelevant to people's automotive navigation needs in relation to the brand. People don't need to navigate planes while they are driving. They need a system that can accurately navigate roads, have complete knowledge of ever changing road layout and the ability to choose the best route over those roads. This ad was a waste of money and a boondoggle to get a few creatives on a plane on which they normally wouldn't be allowed.

Written by Steve Hall    Comments (8)     File: Bad, Commercials     May- 4-06  
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Maybe their navigation system has no distinguishing advantages over other navigation systems, so they thought outside the box to call attention to it. I actually think the ad would appeal to the type of consumer that would buy a Land Rover.

Why so harsh, AdRants?

Posted by: Gregory Kohs on May 4, 2006 01:43 PM

Must have been the late night last night:-)

Posted by: Steve Hall on May 4, 2006 02:19 PM

I agree with Gregory! I think the ad is cool and what I really like about Land Rover is that they take risks. That's appealing to the typical Land Rover consumer. It made me wish I had one.

Posted by: Jenni on May 5, 2006 08:35 AM

"People don't need to navigate planes while they are driving."

And people dont need a fancy car when a Kia will do just as well, but the people who buy land rovers want the best. Even if it doesnt make sense for urban driving, the feel like they look good doing it.

Posted by: John Spaziano on May 5, 2006 10:07 AM

I also thought it was pretty creative and eyecatching...different way to play up a car's GPS! Also, it ties in well with the slogan of "designed for the extraordinary." The whole point of the campaign is to draw attention to the LR3 as beyond what you need...perfect fit for the mindset of most Land Rover owners.

Posted by: Jackie on May 5, 2006 02:42 PM

The frustrating thing about this ad is that obviously the creatives never figured out how to navigate a car, much less a plane. The mocked-up display in the ad shows they're on a course of 170 degrees, and the "navigator" in the car says "turn right to course of 150 degrees". Sorry. You turn LEFT for 150 degrees.

Things like this just make the whole advert an embarassment.

Or maybe they really wanted to go to Spain?

Posted by: Peter J on May 10, 2006 10:33 PM

I've seen an ad like this before in Italy.
This thing stinks of meatballs.

Posted by: Tim Fuhrman on June 9, 2006 08:06 PM

I've seen an ad like this before in Italy.
This thing stinks of meatballs.

Posted by: Tim Fuhrman on June 9, 2006 08:07 PM

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