Land Rover | Range Rover

The Range Rover must have been a tough car to sell when it first launched in 1970. A boxy, huge, gas-guzzling SUV that cost a pretty penny. It doesn’t exactly sound luxurious.

So, it makes sense that they would trot out some of the best ad headlines ever written, because beyond the obvious, unappealing qualities, they’re pretty bad ass vehicles.

If the different designs of the car isn’t enough to make it obious, these ads aren’t all from the same campaiang. I grabbed these off the Sporty and Rich Instagram profile, which can be a little NSFW sometimes, and thought I’d share here, because they’re sweet examples of well-crafted headlines. I’d probably never be out of work if I had even one of these in my portfolio. The voice is so crisp and subtle, some of the executions practically beg for a double take.

For example, I was tripped up by this one, until I understood the story it was so succinctly telling.

You can’t get to that kind of view in most luxury cars and probably not any, in the year that this ran (I may be wrong, but Range Rover invented the category of Luxury SUV and I’m pretty sure it was all by it’s lonesome for a couple of years). This ad is simply a brilliant pice of writing.

Speaking of brilliant writing, what a great way to simply tell the audience that the car is safe:

They’ve got a bunch of others, of course, but below are some of my other favorites.

I’ll leave off with perhaps my favorite line of the bunch. Of course, it doesn’t work as well without the visual, but it doesn’t really speak to the visual. It’s a pretty straight line, but cleverly mocks two different uses of the vehicle at once. It says this machine is so amazing, you could literally drive to a desert cliff and be find, or you could just use it to drive down the street to pick or drop off stuff. If I could ever afford such a silly vehicle, I’d probably only do the latter, but I’d always feel like I’m doing the former.