Land Rover has launched a new global marketing campaign for the 2011 Freelander 2, featuring an animated character named 'Clay Mason'.
The "claynation" campaign created by RKCR/Y&R and Wunderman, broke on TV (3 January), following the car's launch in Italy.
The 30-second TV spot features the Freelander 2 as it drives across a chaotic, ever-changing plasticine terrain. Art direction was led by Dave
Godfree and the ad was written by Mark Waldron. The executive creative director was Graham Lang.
Accompanied by press and online executions, the campaign will include a behind-the-scenes documentary on how the Brooklyn production company Hornet set about creating the animated world.
Dorian Leroy, global communications manager, Land Rover, said:
"We chose the animation theme for the campaign for its unique celebration of the overall versatility of the vehicle, while showcasing the optimistic and active lifestyles of Freelander owners."
"I love the authenticity and charm of the medium and as a storytelling device, it gave us unlimited flexibility."
"The Freelander 2 offers a class-leading breadth of capability unrivalled in the compact SUV segment and therefore we wanted to encapsulate this in an innovative film using cutting-edge animation for a global campaign,"said Phil Popham, Land Rover managing director.
