Roy Grace –Range Rover & Land Rover

Range Rover / Land Rover

In 1986, Grace & Rothschild was chosen to introduce the Range Rover to America, thanks to Roy and Diane’s VW automotive credentials and their connection with Charlie Hughes, a former DDB account guy who was now the President of Range Rover US. Their work on Range Rover put their new agency on the map. The campaign won awards from year one, and was notable for having One Show pencil winners or finalists almost every year from 1987-2000. It was also a Kelly Awards finalist for best magazine campaign six years in a row. As the Land Rover Defender and Discovery were introduced to America, the brand transitioned to Land Rover and the great work expanded.

All work AD: Roy Grace CW: Diane Rothschild except where noted

Over time, as any breakthrough starts to get widely adopted, it can get overlooked or diminished — and that applies here. Today, no one would be surprised for a car maker to show a vehicle with mud all over it. But for a long time, no one had ever done it. Every car was shown in pristine condition, especially in the luxury vehicle category. Until Roy and Diane got dirty with the launch ad for Range Rover in 1986. According to Chip Sleeper, G&R’s founder/partner, other car makers definitely took notice, walking down the hall with the ad saying “They put mud on it! They put mud on it!”

The contrast of a high-end luxury vehicle with rugged off-road capability proved to fertile creative territory across everything from print and outdoor to TV.

AD: Roy Grace CW: Gary Cohen

Roy the Creative Director

In addition to always doing great work and never settling into “management,” Roy was also outstanding at mentoring and guiding creative people. He and Diane were adept at selecting the best work and helping make it better—from concept to art direction to writing—as people like Gary Goldsmith, Ari Merkin, Rob Strasberg and countless others can attest.

Here are just a few of the best Land Rover ads done under their expert oversight.