Vintage Range Rover ad

Range Rover dropped a clever ad comparing its new air suspension system to the cushioning in running shoes. One photo shows a sneaker under the car — simple, bold, and instantly clear.

Marketing analysis

This ad piggybacks on the familiarity of athletic shoes to explain a complex car feature. Instead of tech talk, it uses a metaphor people already feel — comfort, bounce, smoothness.

Why it works

• Uses analogy to make a high-end feature relatable
• Visual instantly communicates the benefit (comfort)
• Borrowed credibility from the running shoe’s reputation
• Contrasts ruggedness with comfort to highlight versatility

Examples

• Apple compared the iPhone’s camera to professional gear but simpler to use
• Dyson used vacuum “cyclone” tech compared to jet engines
• Tesla likened software updates to upgrading your phone overnight