Land Rover Gear

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Apparently Land Rover makes clothing.

I for one only knew them for their keen ability to make enormous SUVs that rappers love to reference in their songs (“I was cruising down the block…”). I guess that in itself shows that this ad is effective. I had no idea that these clothes existed before, but now if I was for some reason to need expensive brand name clothes to go hiking or camping in, this would be an option.

Maybe It’s just me, but it seems to be a bit strange to me that a company who manufactures luxury vehicles also makes outdoor activity clothing. You may be quick to point out that SUV stands for ‘Sports Utility Vehicle’, but how many people actually use them for off-roading? No, I think that SUVs have become a symbol of wealth, and perhaps safety.

This may be why Land Rover launched this clothing line to start with, to try and reclaim some of that rugged authenticity. If you see their logo on hiking boots and shirts, you’re much more likely to associate their brand name with adventure and excitement.

This clothing line might also be an effect of the financial crunch. People have to tighten their money-belts and buy cheaper more fuel efficient cars, so naturally Land Rover starts putting their money into something more affordable.

All cynicism aside, in the end I think these ads have done their job. Now I know these clothes exist. These ads have also made me want to jump in a pile of mud.

I should go..

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Client: Land Rover

Agency: Y&R Dubai
Photographer: Tejal Patni
Illustrator: Jomy Varghese
Executive Creative Director: Shahir Ahmed
Creative Director: Komal Bedi Sohal
Art Director: Komal Bedi Sohal
Copywriter: Shahir Ahmed
Country: United Arab Emirates