The newspaper advert for Land Rover’s Discovery 4 picked up the ‘ultimate accolade’ after expert judges chose it as the best advert of the year.
The advert features images of three different road conditions, including wet, snowy and icy. The headline read ‘Land Rover Discovery from £31,995. For conditions see below.’
Writing underneath the images said ‘Don’t be weather-beaten, test drive a Discovery 4 today’. The advert was designed to showcase the all-weather ability of the large 4×4 SUV.
The Winner of Winners award is contested by the 12 adverts voted as the best newspaper adverts of the month throughout the year.
The advert was praised by the Newspaper Marketing Agency, which runs the awards, because it was put together ‘on a shoestring’ using stock images.
The Discovery 4 is one of the largest models in the Land Rover range and is widely regarded as one of the most capable off-roaders available in the UK.
Land Rover has seen sales increase during the winter months because of the icy and snowy weather. Sales of 4x4s were up throughout December, finishing a successful year for the British-based manufacturer after breaking its monthly sales record in April.
The success of its cars in 2010 and the prospect of the new Range Rover Evoque in three- and five-door versions has led to Land Rover expanding production at the Halewood plant on Merseyside and the creation of 1,500 new jobs.
The facility currently builds the Land Rover Freelander 2, which will be available in two-wheel drive format for the first time from February 2011.
The Range Rover Evoque, also available in two- and four-wheel drive, will be built at the Halewood factory and will be available to buy from summer 2011.