An advertisement made on a shoestring by Land Rover has won this year’s Newspaper Marketing Agency’s (NMA) top prize for creativity. The Land Rover ‘Conditions’ ad is a demonstration of how 'ads on a shoestring can present good creative opportunities,' said the judges of the Awards for National Newspaper Advertising (ANNAs). Land Rover used stock shots and stock headlines for its advert to promote the Discovery 4 model.
'The ad is a great example of how brands can heighten engagement by joining in the conversation about the news,' said Maureen Duffy, CEO of the Newspaper Marketing Agency, which runs the ANNAs on behalf of the national newspapers. Land Rover's winning campaign was developed by Rainey Kelly Campbell Roalfe Y&R.