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]
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.