"Mom Looks for Kid," Land Rover's ad for Super Bowl XXXIII in 1999, used gentle wit to promote its latest model.
In the spot out of Grace & Rothschild, New York, a little kid knocks on the door of the new Discovery SUV and says, "Is Jason there?" The mom at the wheel rolls down her window, says, "I'll see," then rolls her window back up. Silence. More silence. Even more silence (and a fidgety kid). Until the mom rolls her window down again and says, "Still looking." We are to conclude that the new Land Rover, part of BMW, is incredibly spacious (or that Jason is a very tiny child).
The relationship between Grace & Rothschild would change after Ford bought Land Rover from BMW in 2000 for $2.9 billion, however. Land Rover's account subsequently moved to Omnicom's GSD&M in Austin, Tex., a blow sufficient to shutter Grace & Rothschild.
BRAND: Land Rover
AGENCY: Grace & Rothschild
QUARTER AIRED: Q3