Page Dimensions

Approx. 8" x 10 7/8" (20cm x 27cm)

Story and Details

In the late 1980s, and throughout the 1990s, advertisements for the Range Rover, Defender and Discovery were among the most-compelling automotive ads out there. They all had a similar layout, comprised of a witty headline and a perfectly orchestrated scene to match. The agency that created Land Rover’s campaign was Grace & Rothschild, co-founded by legendary adman Roy Grace, who was also behind many well-known Volkswagen ads.

In 1987 Roy and his team were tasked with introducing the Range Rover to the U.S. market. A visionary, he made a bold move to position this upmarket vehicle a bit differently than was traditionally done. Instead of following the typical formula, showing a pristine car staged in a fancy setting, he dug down to the essence of Land Rover’s off-road roots and styled the high-priced 4-wheel drive SUV splattered and caked with dirt. Taking the road less traveled ultimately launched an advertising trend in the industry and sparked a love affair with the brand that endures to this day. The number of Land Rovers being bought, restored, driven, photographed, and proudly paraded around is a testament to the beauty and soul of the vehicles. A beauty and spirit that was perfectly captured and communicated in vintage Land Rover ads the men and women at Grace & Rothschild created.

Needless to say, this inaugural ad showing a white Range Rover Classic covered in mud is the seminal work. This groundbreaking ad doesn’t just showcase a good-looking 4x4 that many have fallen in love with. It also represents the careers and life’s work of talented individuals, copywriters and art directors, that we should celebrate the same way we praise fine art photographers and painters. After all, as the ad says, the Range Rover was exhibited at the Louvre.