Everyone knows that “the medium is the message”, but no ad that I’ve seen in recent memory proves that point more than this print ad from Land Rover, called the Edible Survival Guide:
The guide aims to emphasize the exotic adventures that Land Rover owners are supposed to undertake, and includes the tools and information needed to survive in the desert:
- The cover is made with the same reflective material used by the army, and can be used to signal for help.
- The metal binding of the guide can be made into skewers, so stranded drivers can spear and cook any animals they’ve hunted.
- The 28 page guide details all of the indigenous animals and plants in the area that are safe to eat.
- The pages of the guide also include information on how to make a shelter, build a fire, and a map in case drivers wish to try and walk their way out of the desert.
- Plus, if needed, the book itself can be eaten to provide the owner with a few additional calories. The pages are made of potato-based starch paper and printed with glycerin based ink, resulting in something that’s 100% safe to eat, with relatively the same nutritional value as a cheeseburger. (Though probably not the same taste.)
The ad was created by Y&R Dubai, who described the idea as follows:
While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Sandstorms, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into the desert, even the most experienced drivers can quickly succumb to the harshness of the desert. This book teaches them the basics to staying alive in the Arabian Desert, hence reinforcing what Land Rover stands for in a fun and engaging way.
The campaign was so successful that all 5,000 of the original books were quickly claimed, and Land Rover decided to print an additional 70,000 copies to include as an insert in a popular print magazine.
Sounds like a winning idea to me!