Television

Land Rover North America is accelerating male interest for the 2013 Range Rover Evoque model via a short film titled “The Collector” that is showing off the brand’s history of luxury and capability.

Although lifestyle label Ralph Lauren is experimenting with television through its first network sponsorship, luxury marketers should be cautious in entering the mass marketing channel.

Audi of America is hyping its S model range for the first time via a dedicated television campaign beginning with a commercial that is airing with National Football League games in addition to placements on select cable networks and online media.

Private aviation company XOJet is targeting affluent consumers watching the US Open Tennis Tournament for its first television commercial.

While product placement can seamlessly show the lifestyle behind a luxury item, television commercials can be disruptive and stop consumers in their tracks. Therefore, it is important that luxury marketers use whichever method suits their goals.

Luxury marketers such as Jaguar, Audi, Lexus and BMW should take advantage of new television advertising opportunities that include cable networks and Internet-based integration to keep an emotional connection with target consumers as well as aspirationals.

Premium tequila company Avión is choosing the well-off and educated male and female demographic of the “Jimmy Kimmel Live” show to push its television commercial centered around the taste and quality of its product.

Audi is taking a turn in its marketing efforts for the A6 model by premiering a television commercial that uses child humor to appeal to consumers during the National Hockey League playoffs.

Toyota Corp.’s Lexus positioned the new 2013 GS model in a one-minute scene in the latest episode of broadcast network ABC’s prime-time drama, “Revenge.”

Coffee company Nespresso released its first television commercial in the United States yesterday under the slogan, “The best café. Yours.”