True celebrates Land Rover’s legacy in latest campaign

Land Rover NZ has released its latest campaign, ‘Standard Since Day One’, to introduce the new Land Rover Defender 90 into New Zealand.

Created by independent agency True, the campaign leverages Land Rover Defender’s Kiwi heritage while demonstrating the category-redefining innovations of the legendary vehicle.

True’s Executive Creative Director, Tim Huse, says the campaign plays with the idea that although the new Defender 90 is packed with state of the art technology, the vehicle’s unparalleled capability has been there since day one.

“Far from being a departure from the Defender tradition, the newest models from Land Rover continue the legendary capabilities that have been there since the start. Demonstrating this saw us taking advantage of another well-established Defender ritual – stopping mid-adventure to snap a photo.”

Huse adds that the tone of the work had to capture the unconventional confidence of the Defender brand.

“There is something so ‘wonderfully Defender’ in using a crumpled, 70-year-old photo of a river-crossing, to sell a car in 2021.”

Managing Director of Land Rover NZ, Steve Kenchington, says the campaign perfectly captures the best-in-class capability of the Defender family.

“The Land Rover Defender has long held a place in the heart of many Kiwi explorers and the demand for the new long wheel-base Defender has been unprecedented. I have no doubt the arrival of the Defender 90 will continue to boost interest. 

“The ‘Standard Since Day One’ highlights that exploration is at the core of the Defender brand and the greatest explorers embrace the latest in new technology. It’s a fantastic campaign that I know will resound with our Kiwi customers.” 

The multi-channel campaign is now live.

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