Rover begins a new television campaign this week for its Rover 200 and Rover 400 models. The commercials move away from traditional British imagery and use a ‘cool Britannia’ theme. The idea of the initiative is to take things associated with old Britain and make them modern. The 200 commercial aims to appeal to a younger market. It refers to the old ‘Pearly Queens’ but uses the image of two girls outside a night club with their navels pierced with a pearl. The campaign was created by Ammirati Pruis Lintas and will run for a total of eight weeks.