Vauxhall Motors Pokes Fun at SUV Owners in New Campaign for the Crossland X

Today Vauxhall Motors has released its latest campaign to support the Crossland X, its stylish and state of the art SUV. 

The comprehensive and aggressive 360 degree marketing plan from McCann Velocity will target image conscious parents with young children. It talks directly to customers who are looking to make savvy choices when choosing an SUV with the creative portraying the pride with choosing a Crossland X. The campaign brings to life how the Crossland X helps parents ‘nail’ family life and make the most of the moments they spend together.

The strapline of the campaign, ‘Less Rah. Get Real’, conveys the attitude of Vauxhall customers; making purchase decisions based on smart choices rather than on social status. A member of Vauxhall’s family of SUVs, the Crossland X is a leader in the segment and a real competitor to its rival models in the luxury segments. 

TV, cinema, radio, out of home and digital executions will be the key channels in supporting the campaign. The TV advert pokes fun at the attitudes of luxury SUV owners and the view they have of their vehicles, making them lose sight of what is important.

The London Philharmonic Orchestra provide the soundtrack, recording a version of Flanders & Swann ‘The Hippopotamus Song’ across the campaign.

Patrick Fourniol, marketing director for Vauxhall Motors said: “As a British Brand, Vauxhall understand what makes families across the UK tick.  ‘Less Rah.  Get Real.’ highlights the integrity of the Vauxhall owner, unfazed and embracing the challengers of everyday family life.”

Paul Dean, managing director of Velocity, said: “Brits love their SUVs and with the Crossland X there’s a lot for them to like, it’s stylish, comfortable and perfect for the demands of everyday life. Our message reassures our audience that they have their priorities right and continues to build Vauxhall’s Confidently British positioning.”

The TV will feature across ITV, Channel 4 and Sky including key spots including the 6 Nations, Skyfall and James and Jimmy’s Friday Night Feast. The campaign will run again in July 2019.

‘Less Rah. Get Real.’, was created by McCann Velocity, a dedicated and specialist agency, created for Vauxhall Motors.