Land Rover: Play Harder This Winter

Client: Land Rover
Date: Dec 2019
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Land Rover North America today debuted its new brand and product advertising campaign, titled 'Play Harder This Winter,' highlighting the British Premium SUV brand’s partnership with US Ski & Snowboard.

The campaign is led by a 30 second brand film, accompanied by 30- and 15-second product spots, all of which feature several U.S. Ski & Snowboard athletes showcasing how Land Rover vehicles are perfect for those who love to be outside in the winter.

The campaign debuts today with a brand commercial featuring Land Rover US Alpine Ski Team member, and two-time Olympic gold medalist Mikaela Shiffrin. In the 30-second spot, Shiffrin enjoys overcoming heavy winter snow with ease and determination in a Range Rover Sport to make it to the mountain daily. The brand spot will appear across a mix of channels, and will run during National Football League (NFL) games on CBS and FOX.

The campaign also includes spots featuring freeskiers David Wise and Maggie Voisin, snowboarder Maddie Mastro, and Land Rover US Alpine team members Bryce Bennett and Steven Nyman, alongside the Range Rover Sport, Land Rover Discovery, Discovery Sport and Range Rover Velar. Each spot showcases key Land Rover vehicle features helpful for winter play, including Terrain Response Control (Range Rover Sport), Intelligent Seat Fold (Land Rover Discovery), Activity Key (Discovery Sport), and heated and massaging seats (Range Rover Velar).

Land Rover was named the Official Vehicle Partner of US Ski and Snowboard in the USA in September 2019. US Ski & Snowboard supports nearly 200 national team athletes and represented 80% of Team USA’s gold medals during the PyeongChang 2018 and Sochi 2014 Olympic Winter Games. This year, US Ski & Snowboard athletes will participate in more than 200 competitions globally, including 35 events in the United States. As part of the sponsorship agreement, Land Rover will support 10 U.S. Ski & Snowboard athlete ambassadors including Olympic gold medalists and World Champions.

The multi-year partnership also names Land Rover as the title sponsor of the Land Rover US Alpine Ski Team, the Land Rover US Grand Prix series, and presenting sponsor of the 'Visa Big Air Presented by Land Rover' events, which takes place at SunTrust Park in Atlanta on 20-21 December.

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