I have casually followed the story of Jaguar Land Rover group since its sale in 2008. It is so interesting that the new owners moved the company from a loss making one to an extremely profitable one. It was always a car that I adored for its strength. One of my friends is a fan and has had 3 different models of the Land Rover series.
This car specifically had a lot of changes made in 2007. It was almost like a reintroduction of the defender. Most of the changes were internal, the major being one to meet the emissions criteria. They changed the bonnet slightly too. Defender in general was one of the toughest vehicles in the land rover series. It was used in the British Army, Armies of Commonwealth of Nations, as police cars etc. It has been used an off roader around the world. It is one of the best off road cars to maintain. According to my understanding, with changes in the engine, people would have doubted the cars capabilities and might have started thinking of it as a lesser powerful car than its previous versions. Through this advertisement the intention of portraying it as an even more powerful car can be seen. This advertisement is mostly geared towards men between the ages of 25 to 50. It shows the aspect of immense strength to pull two heavy water vehicles much larger than the car itself. The size of the second ship is kept somewhat a mystery as they have not shown the complete ship creating a feeling that it is much bigger than it looks.
So the car is shown at the forefront of this picture so the clear emphasis on it is clear. If we study the lines in the picture we see two types, diagonal for the dock/road that goes by the water and curves of the ropes used to tie water vehicles to 2007 Defender. This shows that even within the agitation there is calm and grace by which the car is pulling the two water vehicles gently. Agitation part is also emphasized by showing a prominent dividing line between tiles and some cracks on the road.
Overall I think the ad was pretty well done but if asked if I would make changes, I would reply saying that there are two which I think should have been done differently. The skies should either be clear or stormy. Gloomy skies kill the attitude being shown slightly. Second would be to remove the birds from where they have been placed and put them somewhere over the ship. The birds do make it look more natural but where and how they have been placed make them a distraction which could be avoided.