The Land Rover “Conditions” campaign “shows that ads on a shoestring, with stock shots and headlines, can present good creative opportunities”, according to the judges of the Awards for national Newspaper Advertising (ANNAS).
The ad has the top line “The Discovery 4 from £31,995. For conditions see below” and contains pictures of snow-blocked roads with a line below “Don’t be weather-beaten, test drive a Discovery 4 today.”
NMA chief executive Maureen Duffy says: “The ad is a great example of how brands can heighten engagement by joining in the conversation about the news.”
In November, Duffy told Marketing Week that ad spend from the Auto sector was faltering but the NMA had a target in 2011 to generate more display ads from pharmaceutical companies for over-the-counter medicines and from the computer industry.
The Land Rover campaign was created by Rainey Kelly Campbell Roalfe/Y&R.
Other awards included the Topicality Award, handed to BMW UK for “Show Your True Colours” and developed by BMW. The Online Award was jointly won by Unilever’s Fanimal campaign, devised by Billington Cartmell and Mindshare and “Faulty Showers” for The AA by McCann Erickson.