Range Rover Entitlement |
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Asmodeon
Junior Executive Joined: 09 Dec 2019 Location: NYC, NY Status: Offline Points: 78 |
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Posted: 15 Feb 2020 at 10:30pm |
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The implicit arrogance and impatience of this woman's behavior in this spot screams: "I pay $800/mo for this Range Rover, so I can drive anywhere I want and you other drivers can eff off." It begins immediately with her drumming fingers waiting for the garage door to open, to the impatience with the road closure. Her stupid smirk when driving away from the road closure doesn't help either. The aerial shot actually shows the stunt driver fish tailing around the curve in the snow; not great off-road driving if you're marketing traction ability off-road. I have directed or produced over 300 network-level spots, mostly Olympics, off-road trucks and cars on NYC and LA streets. Land/Range Rover vehicles were at the top of the list for getting stuck in sand/mud/snow, requiring pull-outs, causing filming delays and many other issues, even though we used the best stunt/off-road drivers. |
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Dejoh
Junior Executive Joined: 13 Sep 2017 Location: Chicago, Il. Status: Offline Points: 627 |
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I 100% agree with your observation. Snobby, elitist, can't be bothered with the commoners in her way. This winter so far, all the vehicles I see in the ditches are 4 wheel drives. Driven by idiots going nowhere fast.
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There's a sucker born every minute.
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Asmodeon
Junior Executive Joined: 09 Dec 2019 Location: NYC, NY Status: Offline Points: 78 |
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Oh yeah! 4 wheel drive (real type, not All-Wheel drive) can make you go on slippery roads, but it doesn't help you stop.
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MrTim
Ad Exec Joined: 15 Apr 2008 Status: Offline Points: 10421 |
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Welcome to the forum! You'll be hopelessly addicted to it in no time!
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Jimbo
Honor Roll Joined: 19 Apr 2008 Location: Florida Status: Offline Points: 56960 |
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I hope the obnoxious bitch breaks her leg snow skiing. See how she bullies her way around in her Range Rover with her leg in a full length cast. |
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...the ads take aim and lay their claim to the heart and the soul of the spender
Jackson Browne - The Pretender C'mon, man! Joe Biden - 46th President of the United States |
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Thor
Revolutionary Joined: 16 Apr 2008 Location: Rockaway, NJ Status: Offline Points: 63906 |
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But all that's OK, 'cuz, 'cuz, 'cuz...female empowerment!!!
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Asmodeon
Junior Executive Joined: 09 Dec 2019 Location: NYC, NY Status: Offline Points: 78 |
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Thank you for the welcome! I find this formum interesting, because of my experience in the industry creating commercials. However, the directing, content, messaging and editing has gone far downhill in the last 20 years.
In all fairness to the woman in the spot, she might be a nice person in real life, and she is, in fact, a champion skier. However, advertising is about perception, and the perception Land Rover created is horrible. I lay the blame at the feet of the director/editor/art director. Unfortunately, many of these people are film school graduates and have little real-world life experience; they have difficulty relating to 98% of the populace. The attitude of privilege and entitlement in this ad just screams arrogance; if they were trying to show exclusivity and quality of the Land Rover brand, they really missed the mark, A side note about female empowerment, the writers on a majority of ads are directed to make males appear weak, uninformed, and incompetent. Case example: current AutoZone battery spot, where a softly dressed woman taps on the plow-drivers window telling him to crank it after she gives his plow a jump in a snow storm. Just a little slice of reality, right? |
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Jimbo
Honor Roll Joined: 19 Apr 2008 Location: Florida Status: Offline Points: 56960 |
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I used to work for a trade show exhibit company that is owned by an advertising agency which created two of the most memorable national ad campaigns of the 1980's, one of which spawned a character which a series of movies were made around. Though not having anything close to the intricate level of experience in commercial production that you have, the trade show exhibit industry is tangentially related to commercial advertising industry in that they both involve product representation and brand recognition. So I do have a little bit of practical insight in that regard. The exhibit company that I worked for designed, built and managed exhibits for major manufacturers in various areas from golf to guns to electronics to clothing. When we designed a product exhibit for a manufacturer, there was always at least one company liaison or representative, who worked with the designers and project managers, to kind of relay what message, feeling and idea their company wanted to relay to potential customers. And of course, the company had to approve and sign off on the finished product. My point being that... it seems to me... like the companies who make the products would have to shoulder a large part of the blame for their sh*tty commercials because they are the ones who dictate what message they want to send. What say you? |
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...the ads take aim and lay their claim to the heart and the soul of the spender
Jackson Browne - The Pretender C'mon, man! Joe Biden - 46th President of the United States |
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aka ron
Honor Roll Joined: 11 Apr 2009 Location: WI Status: Offline Points: 33539 |
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This makes two people, in recent days, who have come over to our side from some sort of marketing/ads experience. I like it!
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Thor
Revolutionary Joined: 16 Apr 2008 Location: Rockaway, NJ Status: Offline Points: 63906 |
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Yeah, we've been noticing that at least since I joined this forum in 2006. Also, there's the racial hierarchy, in which the only person in a commercial who's allowed to make the black male look like the foolish/uninformed/slower one is the black wife. |
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Asmodeon
Junior Executive Joined: 09 Dec 2019 Location: NYC, NY Status: Offline Points: 78 |
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I owned a freelance production company, so we were the third party after the client and the ad agency. Occasionally, we were hired by an in-house group that was part of the client corporation. Answering your question therefore is best accomplished in several sections.
The primary interface to the client is the Account Executive; this person has primary responsibility to the client for message, content and art; we answered to this person, along with the Art Director, concerning the major aspects of creation. However, the creative aspects were left to me and my team to interpret the desires of the writer and art director, hopefully, receiving the approval of our concepts (eventually). Now, here is where the whole process becomes intriguing. Quite often, the agency will commission a sort of 'cheap' version of the proposed spot in order to focus group test their concept and message before committing the big dollars. Often, we, or the Art Director, will like to experiment with lighting, camera angles, etc. to get your attention when aired. Lately, the ad agency people will want these PC or social justice issues injected into the script, and the Account Exec or the corporate interface will go along with the PC or SJ aspects, being trendy these days, as many corps want to be seen as cutting edge or at least very PC. Now, the final aspect is the cut, or how all the film we shoot is edited. A top flight editor really can make or break a spot with how the cuts are assembled, paced and closed. We will shoot over two hours of film to get our 28 seconds, providing many variations of each aspect of the spot. Often, the agency will focus group test several cuts of the spot. Focus groups, depending upon their demographic, sometimes can often lead the agency and the client off the proverbial cliff, and the cut on this Range Rover ad may have been f/g'ed to death. The most important aspect in advertising is to step back and take a larger perspective view of what has been created. All too often, the agency and the client become obsessed with some aspect they like, while the entire package just doesn't read well. The creative definition of an elephant: A mouse built by a committee. |
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Jimbo
Honor Roll Joined: 19 Apr 2008 Location: Florida Status: Offline Points: 56960 |
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Here's the latest example that I've been seeing. Domino's delivery ad that redoes the Tom Cruise dance scene from Risky Business, but they substitute the Cruise part with a black (but not too black) kid whose family obviously owns the big, comfortable, upper middle class, two story suburban home. And of course the loser shlub pizza delivery driver who fetches and serves the little prince his food, and probably lives in an apartment or a trailer, is a scruffy (but not too scruffy) old white guy.... Must seem all the more ironic to all the pizza delivery drivers who've delivered pizzas to such homes only to be robbed at gunpoint by guys who looked a lot like the kid in the ad, but didn't really live there because it was a setup to begin with. We live in an age where truth and reality mean very little anymore. |
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...the ads take aim and lay their claim to the heart and the soul of the spender
Jackson Browne - The Pretender C'mon, man! Joe Biden - 46th President of the United States |
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Asmodeon
Junior Executive Joined: 09 Dec 2019 Location: NYC, NY Status: Offline Points: 78 |
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This is the AutoZone commercial spot I cited. The thinking person, who knows any basics about automotive electronics would wonder why the plow died in the middle of nowhere, alternator or battery? The jump won't fix a bad alternator, and it takes about 30 minutes to build up enough reserve in the truck battery from that small car alternator/battery system to have sufficient energy to spin that diesel truck starter. The implicit message here is that a woman can help out the plow driver-man who is too lazy/incompetent to get out and help her jump his truck. Technical question: Although the cut is very quick, it appears it would be difficult for her to even reach the battery terminals in the truck's engine compartment, based on where they show the jumper cable routing and her relative apparent height. |
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Jimbo
Honor Roll Joined: 19 Apr 2008 Location: Florida Status: Offline Points: 56960 |
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The male pig probably stopped plowing and shut off the engine, but kept the ignition switch in the "on" position so he could run the heater and stay warm while he watched pornography on his cellphone like any dumb, inferior, sex-obsessed white male would do. Obvious. Thank God for all those pretty, fashionably dressed yet strong, courageous young women heroes who come to rescue us dumb, helpless guys when the going gets tough. |
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...the ads take aim and lay their claim to the heart and the soul of the spender
Jackson Browne - The Pretender C'mon, man! Joe Biden - 46th President of the United States |
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caroln242
Junior Executive Joined: 03 Nov 2013 Location: Kentucky Status: Offline Points: 485 |
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You're welcome, Jimbo! And just wanted to let you know, I towed a guy out of a ditch myself once. Us ladies can be useful at times!!
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Jimbo
Honor Roll Joined: 19 Apr 2008 Location: Florida Status: Offline Points: 56960 |
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That was YOU???????? What a coincidence meeting you again here on CIH!!!! |
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...the ads take aim and lay their claim to the heart and the soul of the spender
Jackson Browne - The Pretender C'mon, man! Joe Biden - 46th President of the United States |
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MrTim
Ad Exec Joined: 15 Apr 2008 Status: Offline Points: 10421 |
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No, that may be indeed what they are selling. "Drive a Land Rover, and show the world what a snobby prick/biotch you are!" |
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panamacityeddie
Commercial Hater Joined: 04 Feb 2010 Location: Sharon,PA. Status: Offline Points: 23 |
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The reason for the delivery guy is because he was in "Risky Business". That is Curtis Armstrong. He played Tom Cruise friend in the film. He also played "Booger" in "Revenge Of The Nerds". Really good actor actually.
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Jimmy
Revolutionary Joined: 16 Apr 2008 Location: NJ Status: Offline Points: 3702 |
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I cannot stand the music played in this ad. It sounds like a bunch of people shrieking "AYE-AYE-AYE-AYE-AYE-AYE-AYE-AYE!" What passes as music today is appalling.
The mute button is engaged as soon as it begins. |
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One man gathers what another man spills
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Pazuzu413
Junior Executive Joined: 03 Mar 2020 Location: Philadelphia Status: Offline Points: 262 |
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This commercial has been annoying the sh*t out of me since it first came on, but I couldn't figure out why. You just nailed it.
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Nemo me impune lacessit
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HART
Junior Executive Joined: 09 Nov 2020 Location: arizona Status: Offline Points: 2447 |
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I bring this back because it is very insightful
I remember reading it before I was a member I like how the folks here are digging a little deeper than "I would do her" im just as guilty because it is fun and easy but there are some great points brought up here that I feel we could further embellish on in general |
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we are the music makers
we are the dreamers of the dream |
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aka ron
Honor Roll Joined: 11 Apr 2009 Location: WI Status: Offline Points: 33539 |
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I'd hit her! Ever make love to a woman in
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HART
Junior Executive Joined: 09 Nov 2020 Location: arizona Status: Offline Points: 2447 |
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nice Ron i knew I could count on you
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we are the music makers
we are the dreamers of the dream |
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aka ron
Honor Roll Joined: 11 Apr 2009 Location: WI Status: Offline Points: 33539 |
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^ You know me...Keep it classy. |
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MontanaTrav
Junior Executive Joined: 23 Jul 2012 Location: United States Status: Offline Points: 611 |
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I see a lot of you assuming gender on here and I am VERY offended!
She merely LOOKS like a cute young skinny blonde that was probably the second choice but Lindsey Vonn didn't want to do it. "She" may actually IDENTIFY as a non-white nonbinary genderfluid ABCDEFGHIJKLMNOLGBTQRS+-+-+-++=++-+ ..... which would actually make the entitled attitude OK, because xe or xhe has been wronged so much in the past that reparations are owed.
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