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Claymation ad for the 2011 Land Rover Freeland 2/LR2 – Click above to watch video after the jump

Land Rover is getting ready to roll out a new ad campaign in support of the 2011 Freelander 2, a vehicle we know here as the LR2. You might expect Land Rover to go the traditional route of glamorous clean shots of the car mixed with a flurry of scenes highlighting its off-road capability. That's not the case here, as it has decided to go in another direction... a rather squishy one at that.

Land Rover is harnessing the advertising power of claymation to promote the new LR2. The "star" of the commercial, besides the little luxury utility vehicle, is a character by the name of Clay Mason. The Mason character discusses his past claymation acting history, his tough work schedule on this shoot and what it was like to drive the 2011 LR2. It's actually a little on the creepy side...

The spot took five weeks to shoot and then another four weeks were required for editing and production. There's an astonishing two-tons of modeling clay on display, and the team built a fully operational scale LR2 model for the shoot. It will air in the United Kingdom starting January 2011. The clip, along with a making-of video, is available for your viewing pleasure after the jump.

[Source: Land Rover]

Show full PR text
13/10/10 from Land Rover

Gaydon, Warwickshire, 13 October 2010 - Land Rover is today launching a new global marketing campaign for the 2011 Freelander 2, featuring an animated character named 'Clay Mason'. The campaign will premier a 30 second film online from today and air on TV in the UK from January 2011.

The campaign features animated characters driving around an animated landscape in the new Freelander 2. The journey encompasses a wide variety of settings and different terrains to demonstrate the vehicle's all-round versatility and go-anywhere capability.

Also released today, will be a 'making of' video featuring the animated character talking about his hectic non-stop five-week schedule, taking viewers behind the scenes of this epic animation. In the documentary-style video, Clay Mason talks candidly about his past roles, including his time as a cloud and a dog biscuit, and recounts what it was like to be given the driving seat in this first animated advertisement from the world's leading all-terrain brand.

"The Freelander 2 is Land Rover's best selling model in the UK and the 2011 model year features a new, refreshed exterior and revised interior," said Phil Popham, Land Rover managing director. "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."

The concept was created by Land Rover's global advertising agency (Y&R/Wunderman) and produced by Hornet Inc., based in New York. Filming took five weeks to shoot plus a further four weeks to edit and produce. The film will be offered in several different edits including the full 30 second film, plus 20 and 15 second versions.

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    • 1 Second Ago
      • 4 Years Ago
      "...fully operational scale model..."

      What, with an internal combustion engine, satnav, a stereo and all?

      Pretty cool commercial. Makes me want to rewatch Wallace & Gromit.
      • 4 Years Ago
      This is exactly why this British name brand is failing & losing sales worldwide. No innovation at all. All they do is faceift & only talk about their heritage.
        • 4 Years Ago
        "This is exactly why this British name brand is failing & losing sales worldwide."

        So, that's why 2010 has been a great year for the brand, and they are adding 1500 jobs to their factories in England.

        "No innovation at all."

        LR3, Range Rover Evoque

        "All they do is faceift & only talk about their heritage."

        With a heritage like theirs, why the hell not?
        • 4 Years Ago
        Wow! This is quite a statement. Is this your opinion or do you have some facts to back this up?
      • 4 Years Ago
      Agreed. The Freelander name should stay.
        • 4 Years Ago
        Ditto, so I can buy one and park it next to my Highlander, Outlander, Uplander and Cross Lander
      • 4 Years Ago
      Mmmmm.... I wonder what Tim Burton would have done.. given that he made the Clay-mation movie "The Nightmare Before Christmas".
        • 4 Years Ago
        He didn't invent claymation...
      • 4 Years Ago
      Can we have the Freelander name back, please?

      And how did "LR2" get out of a brainstorming session, anyways? Did nobody -- not even a smarmy engineer-type -- sit up and say, "Hey, calling our vehicle the Land Rover Land Rover Two is stupid" ?
      • 4 Years Ago
      The LR2 is insanely popular in Europe and the UK, where it's considered a good value SUV with the best offroading ability in it's class. The trouble is people look at it and expect Range Rover or out and out Land Rover values. In truth it's certainly no Range Rover (the Evoque will solve that) and in some respects it's not pure enough to be a Land Rover. Maybe they should have called it a Rover.
        • 4 Years Ago
        you can't call your cars by other automakers' names
      • 4 Years Ago
      Wish they'd gone with the Thunderbirds puppets instead of the claymation....
      now that would've been cool!
      • 4 Years Ago
      Do the automakers think Americans are stupid? Like really stupid?

      Why are the automakers changing the nameplates to Letter/Number designations? Pontiac did this and it made no sense. When Land Rover did this, I thought they did it across the board, not just in the US. Mazda just has numbers; they have the 2, 3, 5, and 6.

      Is it that they want to get rid of old name plates? Can't anybody come up with new names? Do they want to make it easier to know the name of the car?

      This is a trend I'm not liking.
        • 4 Years Ago
        I believe it's taught in business schools that when your brand has such a tarnished image it makes sense to start over with another name. Look at Philip Morris. They changed the parent company name to Altria. So when you hear it you wont think such horrible thoughts.
      • 4 Years Ago
      That was really cool; way better than I expected...
        • 4 Years Ago
        It was cool, but in the end - why? I really don't understand the point, other than it looks cool. Not sure what it really has to do with Land Rover.
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