Watch out for the new Freelander 2 Campaign

South African television screens are displaying more and more global advertising. The cellphone manufacturers are a good example, as is Sony Bravia. The new global campaign for Freelander 2 launched last night on SABC 3, just three days after it first appeared in the UK.

The first spot is titled 'Cloud Hopping' and features one of the planet's newer sports. Instead of standing in a basket, the 'cloud hopper' is harnessed directly to a hot air balloon, giving him or her more freedom. Shot in Vancouver, it features a race between a man driving a Freelander 2 and a female cloud hopper.

Thanks to the best in class capabilities of the Freelander 2, the vehicle is able to follow where the balloon leads, giving British director Jonny Green the perfect excuse to capture some gloriously beautiful shots:


Land Rover chose to focus on unusual sports in order to appeal to Freelander's market, which is somewhat younger than that of the Discovery 3. As Bogosi Matsheka, marketing manager of Land Rover in South Africa, notes, "The audience we are targeting with Freelander 2 have original and interesting passions and this campaign brings these qualities to the fore in a manner that typifies Land Rover's brand persona."

This campaign could not have come at a better time for us, as Freelander 2 is a finalist in the Car of the Year awards announced on March 18. At the same time, the Land Rover brand is enjoying unprecedented success in the South African market. December 2007 was a month most motor vehicle manufacturers would like to forget – which makes the fact that Land Rover enjoyed its highest sales ever even more remarkable. Overall, 2007 was Land Rover’s best year yet, both locally and globally. Worldwide sales topping 225,000 units were a fitting achievement for a brand that celebrates its 60th anniversary this year.